{"id":530,"date":"2025-03-31T16:55:00","date_gmt":"2025-03-31T14:55:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?post_type=sf_press_release&p=530"},"modified":"2025-08-13T16:56:07","modified_gmt":"2025-08-13T14:56:07","slug":"survey-ai-agents-are-increasingly-taking-up-space-in-the-customer-journey-now-retail-is-gearing-up","status":"publish","type":"sf_press_release","link":"https:\/\/www.salesforce.com\/se\/news\/press-releases\/2025\/03\/31\/survey-ai-agents-are-increasingly-taking-up-space-in-the-customer-journey-now-retail-is-gearing-up\/","title":{"rendered":"Survey: AI agents are increasingly taking up space in the customer journey \u2013 now retail is gearing up"},"content":{"rendered":"\n

En ny studie fr\u00e5n Salesforce visar att konsumenter allt oftare anv\u00e4nder AI f\u00f6r att fatta beslut inf\u00f6r ett k\u00f6p. Samtidigt uppger n\u00e4rmare h\u00e4lften av cheferna inom detaljhandel att man testar agentteknik, i allt fr\u00e5n kundtj\u00e4nst till logistik.<\/strong><\/p>\n\n\n\n

Tv\u00e5 av fem konsumenter i Norden har anv\u00e4nt AI i sin k\u00f6presa, fr\u00e4mst f\u00f6r att hitta r\u00e4tt produkter, j\u00e4mf\u00f6ra alternativ och f\u00e5 rekommendationer. Det visar Salesforce Connected Shoppers Report, i en f\u00e4rsk global studie med 8 350 konsumenter och 1 700 beslutsfattare inom detaljhandeln fr\u00e5n 21 l\u00e4nder, d\u00e4r Sverige och \u00f6vriga Norden ing\u00e5r.<\/p>\n\n\n\n

Yngre konsumenter anv\u00e4nder AI oftare och \u00e4r mer ben\u00e4gna att l\u00e5ta tekniken sk\u00f6ta hela k\u00f6pet. 63 procent av Gen Z (f\u00f6dda mellan 1996 och 2012) skulle \u00f6verv\u00e4ga att l\u00e5ta en AI-agent handla \u00e5t dem.<\/p>\n\n\n\n

AI-agenter blir alltmer en integrerad del av k\u00f6pprocessen. De kan s\u00f6ka, j\u00e4mf\u00f6ra alternativ, l\u00e4sa produktrecensioner och genomf\u00f6ra betalningar. I f\u00f6rl\u00e4ngningen f\u00f6r\u00e4ndrar det b\u00e5de hur vi fattar beslut och hur kundresan ser ut, s\u00e4ger Emma Lythell, ansvarig f\u00f6r detaljhandel p\u00e5 Salesforce Sverige.<\/p>\n\n\n\n

Handeln v\u00e4xlar upp<\/strong><\/h2>\n\n\n\n

Samtidigt \u00f6kar detaljhandelns investeringar inom AI, globalt planerar 76 procent av detaljhandelscheferna att satsa mer p\u00e5 tekniken. I Norden \u00e4r siffran h\u00f6gre, 83 procent. Och fyra av fem nordiska respondenter anser att AI-agenter kommer att vara avg\u00f6rande det kommande \u00e5ret f\u00f6r att kunna konkurrera.<\/p>\n\n\n\n

AI-agenter har redan tagit plats i kundtj\u00e4nsten. De svarar p\u00e5 fr\u00e5gor, hanterar returer, bokar om leveranser och guidar kunder i realtid. F\u00f6retag kan erbjuda snabbare hj\u00e4lp dygnet runt p\u00e5 olika spr\u00e5k, utan att \u00f6ka bemanningen, s\u00e4ger Emma Lythell.<\/p>\n\n\n\n

Konsumenter efterfr\u00e5gar l\u00f6sningar som ger snabbare service, enklare returhantering och b\u00e4ttre \u00f6verblick \u00f6ver lojalitetspo\u00e4ng. Enligt rapporten \u00e4r d\u00e5lig kundservice det st\u00f6rsta irritationsmomentet. Tre av fyra skulle \u00f6verge ett varum\u00e4rke efter n\u00e5gra f\u00e5 d\u00e5liga upplevelser.<\/p>\n\n\n\n

Med AI-agenter i kundtj\u00e4nst kan f\u00f6retag m\u00f6ta de kraven dygnet runt. Under intensiva perioder, som julhandeln eller kampanjer, kan de hantera tusentals \u00e4renden samtidigt. Det ger detaljhandeln den flexibilitet som kr\u00e4vs f\u00f6r att m\u00f6ta efterfr\u00e5gan, s\u00e4ger Emma Lythell.<\/p>\n\n\n\n

Agentteknikens effekter inom kundtj\u00e4nst \u00e4r redan tydlig. N\u00e4stan alla (94 procent) av kundtj\u00e4nstpersonal som anv\u00e4nder agenter s\u00e4ger att det sparar tid och minskar kostnaderna.<\/p>\n\n\n\n

F\u00f6retag som anv\u00e4nder tekniken ser hur den frig\u00f6r resurser f\u00f6r mer v\u00e4rdeskapande arbete, som att f\u00f6rb\u00e4ttra och utveckla olika tj\u00e4nster, s\u00e4ger Emma Lythell.<\/p>\n\n\n\n

V\u00e4rdet beh\u00f6ver vara tydligt<\/strong><\/h2>\n\n\n\n

N\u00e4r b\u00e5de konsumenter och handlare anv\u00e4nder AI-agenter, kan det uppst\u00e5 situationer d\u00e4r agenterna interagerar med varandra och genomf\u00f6r k\u00f6p.<\/p>\n\n\n\n

    \n
  • AI-agenter s\u00f6ker bredare och snabbare \u00e4n m\u00e4nniskor. De kan g\u00e5 djupare och v\u00e4ga in fler faktorer \u00e4n vi sj\u00e4lva hinner med. De optimerar f\u00f6r s\u00e5dant som ofta faller bort i en m\u00e4nniskodriven k\u00f6presa \u2013 men som m\u00e5nga \u00e4nd\u00e5 v\u00e4rdes\u00e4tter, s\u00e4ger Emma Lythell.<\/li>\n\n\n\n
  • F\u00f6r att bli valda beh\u00f6ver varum\u00e4rken vara tydliga, j\u00e4mf\u00f6rbara och tillg\u00e4ngliga, b\u00e5de f\u00f6r m\u00e4nniskor och agenter. Det st\u00e4ller i sin tur nya krav p\u00e5 differentiering. Starka varum\u00e4rken som tidigare levt p\u00e5 sitt rykte riskerar att tappa mark om de inte erbjuder n\u00e5got konkret v\u00e4rde.<\/li>\n\n\n\n
  • Det g\u00e4ller att sticka ut p\u00e5 r\u00e4tt s\u00e4tt. Till exempel genom att erbjuda bra service- och kundsupport, som garantier och smidiga returer. Och se till att det syns i de kanaler d\u00e4r AI-agenter h\u00e4mtar sin information, f\u00f6rklarar Emma Lythell.<\/li>\n<\/ul>\n\n\n\n

    Om unders\u00f6kningen:<\/strong><\/p>\n\n\n\n

    Salesforce sj\u00e4tte upplaga av Connected Shoppers Report bygger p\u00e5 tv\u00e5 anonymiserade unders\u00f6kningar som genomf\u00f6rdes mellan 27 november- 26 december 2024., d\u00e4r 8 350 konsumenter och 1700 chefer globalt inom detaljhandel deltog, varav 500 konsumenter och 100 chefer verksamma i Norden.<\/p>\n\n\n\n

    Fler siffror fr\u00e5n unders\u00f6kningen (nordensiffror i parentes):\u00b4<\/strong><\/p>\n\n\n\n

      \n
    • 71% av konsumenter vill att AI-agenter ska kunna svara p\u00e5 fr\u00e5gor f\u00f6r att ge snabbare kundservice. (60 % i Norden)<\/li>\n\n\n\n
    • 65\u202f% vill att AI-agenter automatiskt k\u00f6per varor n\u00e4r priset n\u00e5r en prisniv\u00e5 (53\u202f%)<\/li>\n\n\n\n
    • 81\u202f% av \u00e5terf\u00f6rs\u00e4ljare anser att tr\u00f6ga processer och teknik s\u00e4nker produktiviteten i butik (85\u202f%)<\/li>\n\n\n\n
    • 49\u202f% av konsumenter har inte fullf\u00f6ljt ett k\u00f6p p\u00e5 grund av kr\u00e5ngel under best\u00e4llningen (64\u202f%)<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

      En ny studie fr\u00e5n Salesforce visar att konsumenter allt oftare anv\u00e4nder AI f\u00f6r att fatta beslut inf\u00f6r ett k\u00f6p. Samtidigt uppger n\u00e4rmare h\u00e4lften av cheferna inom detaljhandel att man testar agentteknik, i allt fr\u00e5n kundtj\u00e4nst till logistik. Tv\u00e5 av fem konsumenter i Norden har anv\u00e4nt AI i sin k\u00f6presa, fr\u00e4mst f\u00f6r att hitta r\u00e4tt produkter, […]<\/p>\n","protected":false},"author":267,"featured_media":537,"template":"","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"sf_content_type":[54],"sf_theme":[],"sf_topic":[278,294],"sf_product":[],"sf_industry":[292],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[290],"sf_collection":[],"sf_visibility":[],"coauthors":[272],"class_list":["post-530","sf_press_release","type-sf_press_release","status-publish","has-post-thumbnail","hentry","sf_content_type-snapshots","sf_topic-artificial-intelligence","sf_topic-commerce-2","sf_industry-retail-2","sf_location-sweden"],"yoast_head":"\nUnders\u00f6kning: AI-agenter tar allt st\u00f6rre plats i kundresan<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Survey: AI agents are increasingly taking up space in the customer journey \u2013 now retail is gearing up\" \/>\n<meta property=\"og:description\" content=\"En ny studie fr\u00e5n Salesforce visar att konsumenter allt oftare anv\u00e4nder AI f\u00f6r att fatta beslut inf\u00f6r ett k\u00f6p. 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