As Singaporean consumers continue to use technology for convenience and empowerment in their lives, artificial intelligence (AI) has become a constant presence, from the way we work to how we consume entertainment.

One area seeing rapid AI integration is online shopping. Yet, even as technology advances, the Singaporean shopper remains thoughtful, and sometimes skeptical, about how AI shapes their purchasing journey.

To explore this evolving relationship, Asia Insight conducted a survey with 495 Singapore residents. Our aim was simple: to understand the extent of consumer trust in AI tools in e-commerce, what features they value, and how businesses can tap into these insights to stay ahead.

1. The Trust Factor: Singaporeans Remain Cautiously Open to AI

When asked how much they trusted AI-powered online shopping recommendations (on a 10-pt scale), most hovered around the middle. Only 18% expressed high trust (8–10), while 10% were firmly distrustful (1–3). A full 72% fell into the “neutral-to-slight trust” range (4–7), with the mean and median both sitting at 6.

This suggests that while AI recommendations have yet to win over the hearts of consumers fully, they are not being dismissed either. There’s an openness to AI, tempered by a “wait-and-see” mindset.

 

Interestingly, more males (22%) expressed high trust in AI recommendations than females (15%), though respondents of both sexes were still mostly in the neutral camp. This is echoed in other reports worldwide, aligning with findings that women demonstrate greater data privacy and ethical considerations than men, fearing potential misuse of personal data, and biased AI applications.

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2. Generational Differences: Why Gen Zs Trust AI the Least

The survey reveals Gen Z (16–25y) are more skeptical of AI in shopping than older generations. This may seem counterintuitive, after all, they are more digitally native. But their tech fluency may actually work against blind trust. Familiarity with AI likely makes them more aware of its shortcomings, from irrelevant suggestions to questionable product reviews.

Conversely, Young Millennials (26–35y) were the most open to AI reviews, indicating a practical mindset that values efficiency and convenience in their busy lifestyles (many are working professionals).

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3. Where Shoppers Are Getting Their Information

When it comes to product research, usage of channels varies across categories. However, the Top 3 channels used tend to be

• E-commerce Platforms, such as Shopee and Taobao
• Social Media, and
• Brand-owned Channels, such as a brand’s website

 

When it comes to trust in information, Brand-owned Channels performed strongly, highlighting that brands should continue to invest well in their own assets.

 

What about Trust in AI platforms? Across the 10 product categories studied, AI platforms were the least trusted in all except one (Financial/Insurance products). Overall, there’s some indication that shoppers of Financial/Insurance Products, as well as Fitness and Travel Products, were a little more trusting of AI platforms.

These findings highlight the presence of contextualized trust, where shoppers are more willing to use AI for big-ticket or research-heavy items but still rely on human experience for everyday necessities.

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4. AI-Powered Reviews: Interest Is Bubbling … Standby for Strong Growth

Though usage of AI-generated reviews/recommendations remains limited today, there’s a clear upward trend in interest:

 

• • Across most categories, a notable 40–50% increase on today’s usage in AI-powered reviews/recommendations was observed
  • For Financial/Insurance Products, the proportion of respondents potentially using AI-powered reviews/recommendations is more than double current usage, indicative of curiosity and unmet needs.

This gap between current and intended use suggests trial or even awareness is still low. But once consumers are exposed to AI’s potential, they are increasingly willing to give it a try.

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5. What AI-Powered Features Do Shoppers Really Want?

AI can do a lot, but what do consumers actually want it to do for them?

Across all categories except Financial/Insurance Products, two features consistently stood out:

• • • Price Comparison
    • Product Information Summary

 

In a close look at Financial/Insurance Products, we see a different set of priorities. The most requested feature was an AI that answers questions about the product, pointing to a desire for clarity and guidance in more complex purchase decisions.

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6. Values That Matter: Ethics and Innovation trump Social Responsibility & Inclusivity

As businesses increasingly use AI to shape consumer interactions, it’s worth remembering what values matter to Singaporeans. When asked what brand traits are most important:

 

• • • • Ethical Practices ranked #1, followed by Innovation & Technological Leadership, Environmental Sustainability.

• • • • Social Responsibility & Community Support, Inclusivity & Diversity, while still valued, ranked last overall.

Notably, males valued innovation more, while females prioritized ethics and transparency.

This implies that while innovation is essential, brands cannot overlook the ethical side of business. Implementation of AI must align with ethical standards and clearly demonstrate how it won’t misguide or be misused for nefarious purposes.

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Our Final Thoughts: AI in Shopping has Potential, But Brands Must Guide the Journey

This study showed a Singaporean public that is cautiously optimistic about AI in online shopping. There is curiosity, openness, and even enthusiasm, especially when AI tools clearly save time, simplify decision-making, or enhance clarity.

But there are also barriers: trust remains fragile, awareness is uneven, and preferences are highly contextual. Brands must act not just as technology adopters, but as educators and facilitators, helping shoppers navigate AI tools confidently and ethically.

As Singapore’s digital ecosystem matures, the most successful retailers will not be those with the flashiest AI, but those that meet consumers where they are, balancing innovation with trust, and convenience with integrity.

 

Contact Asia Insight
For media enquiries or more details on this study, reach out to:

• • • • Adrian Tan, Managing Director | Adrian_Tan@asiainsight.com

• • • • Evelyn Chok, Senior Research Director | Evelyn_Chok@asiainsight.com

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