Cookies, Robots, and the Self-Checkout Line

For grocers, integrating AI into the checkout line is risky but a human touch may be the solution.

The first time I used self-checkout at a grocery store, I felt an immediate sense of freedom. Not only could I breeze through the checkout line, but I also didn’t have to endure the judgmental glance of a cashier as I unloaded four packs of Double Stuf Oreos from my cart. The self-checkout machine—unflinchingly neutral—never gave me the side-eye as I bagged my groceries mumbling something about having visitors for the weekend. Two things became clear when self-checkout entered my life: First, everyone in the store knew those cookies were just for me. And second, self-checkout is a tangible sign of the innovation that is transforming grocery stores.  

Believe it or not, most changes at the local grocery store go unnoticed by consumers. With Americans spending about 41 minutes on average at their local market, innovations in processes like inventory management and demand forecasting—ensuring that tomatoes are always available for our salads—often fly under the radar. We notice when the Oreo shelf is empty, not when it’s full. 

But other changes, even those not yet introduced, are causing consumers to think twice—especially those leveraging AI. While it may be tempting to boast of your tech advances and AI integration, industry should tread carefully. It’s okay to get excited about new features like personalized shopping tips, automated robot cleaners, and dynamic pricing, but consumers don’t yet trust the technology coming from the tech industry or, by extension, the tech popping into our stores.

Every year, the Edelman Trust Institute undertakes its massive Trust Barometer to measure the rise and fall of trust around the world across four key institutions: government, NGOs, media, and business. Business scores consistently high as a trusted institution. But when you dive deeper into the tech industry and its products, it becomes clear among the 2024 survey’s respondents that AI—including machine learning, natural language processing, and generative AI— is at a crossroads. It remains unclear to what degree AI will be embraced by consumers or rejected as an invasive technology that puts privacy at risk. 

The concerns are familiar—if not justified. While AI isn’t going to call me out for being back so soon for more Double Stuf Oreos, consumers who are less than enthusiastic about AI are concerned about privacy and where exactly their data is going, according to the 2024 Edelman Trust Barometer Supplemental Report: Insights for the Tech Sector. Among those same people, 35 percent say their concern is that AI is not adequately tested or evaluated. What struck me as most compelling was the fear that AI could devalue what it means to be human. In my elementary years, I always went to our local grocers, Magruder’s, for candy because the cashier, Lacy, would ask me about my schoolwork. That emotional connection is what keeps us coming back to brands.

The reality is, if consumers do not trust the tech that’s being put in stores, that disconnect erodes trust and hurts your brand—a huge risk in an era when consumers are already looking for ways to avoid the physical store. 

So what can we do? How can the corner store seize the technology revolution while maintaining trust with consumers?

Brand transparency and consumer education are key when introducing new tools and technologies, especially those powered by AI. When you’re integrating a new technology into the store, make sure your customers know what it means for them, clearly communicate the benefits, both for individuals and your community. Helping people understand how AI works (remind them it’s not technically Skynet from The Terminator) and how the new technology can help them save money is essential in building trust. Finally, ensure these technologies are thoroughly tested before implementation. You must demonstrate reliability and effectiveness. By doing so, retailers can show that these innovations are designed not just with the bottom line in mind, but with the well-being and satisfaction of their customers at the forefront. The future of grocery shopping is digital, but that future can only come when ushered in by consumers. And consumers will only embrace technology they understand and trust. 

AI has the potential to revolutionize the grocery store experience, making it more personalized, efficient, and convenient. But as with any new technology, the path to widespread adoption is paved with caution. Consumers need to know that their data is safe, that their choices are respected, and that the human touch isn’t being lost in the process. By addressing these concerns head-on, the grocery industry can build a future where AI is not just another tool on the shelf but a trusted partner in our shopping experience.

After all, if AI can learn not to announce to the entire grocery store that this is my third trip to buy Double Stuf Oreos in four days, then I’m more likely to call it a good partner. Maybe even a trusted one.