The rise of artificial intelligence may be proving a boon to marketers, but the older consumers are, the less comfortable they feel about it, according to new research into online fashion buying. The survey, conducted by YouGov for Swedish eCommerce company Apptus, found that only a quarter (24%) of UK adults aged 55 and over would like to see online fashion retailers adopt online systems to tailor their shopping experience. In contrast, 56% of those aged between 18 and 24 - the first to have grown up with smartphones, social media and Google - report they would like to see fashion retailers adopt online systems to tailor their shopping experience. Apptus UK country manager Andrew Fowler said: "The older generation has grown up in a world where there were no computers on desks at their first place of employment, they have seen technology replace jobs and, culturally, films like 2001 A Space Odyssey and Terminator have shown artificial or synthetic intelligence in a worrying light as machines go'rogue'. "The digitally immersed Generation Z, on the other hand, has grown up with technology that, arguably, enhances their social lives, entertains them and is comfortingly omnipresent - try telling a Generation Z that there is no WiFi.