AI trust gap reveals distinct retail priorities: Divergent paths to consumer growth in Hong Kong and the GBA

New research from KPMG China and GS1 Hong Kong reveals three key priorities for retailers in Hong Kong and the Greater Bay Area (GBA): building trust in AI, delivering market-specific strategies for the growing silver economy, and strengthening brand confidence. Consumer trust in AI has risen across Hong Kong and the GBA, but the willingness to share personal data remains low, especially among Hong Kong's silver shoppers (those aged over 55).

Only 10% of Hong Kong consumers trust AI enough to share their data, compared to 32% in other GBA cities. The research emphasizes that retailers must demonstrate clear value before asking consumers to share more data and provide transparency and control over data usage. Age is not the sole determinant of consumer behavior; Hong Kong's silver shoppers prioritize value over brand reputation, unlike their counterparts in other GBA cities.

Retailers must understand the differences in priorities across markets and tailor their offerings accordingly. Chinese Mainland brands are gaining speed and innovation, which could strengthen consumer trust if Hong Kong brands can enhance their quality and reputation.