Over Half of US Shoppers Would Trust AI To Shop on Their Behalf, Shows Adyen Research

New York, January 9, 2026 - Adyen, the global financial technology platform of choice for leading businesses, today published its 2026 Report Report, revealing a fundamental shift in how Americans shop. Over half (51%) [2] of US shoppers are now willing to let AI handle the entire shopping process, including the final purchase, once their preferences are set. This marks a turning point in shopper behavior, where AI moves from an assistant to an autonomous buyer.

The speed of adoption has been striking. AI assistant usage among US shoppers has more than doubled in a single year, jumping from 12% to 35%. The appeal is clear. Among shoppers using AI assistants, two-thirds (66%) say it saves them time, and 62% agree it helps cut through online noise [2] Another 62% [2] want retailers to use AI for proactive product recommendations, signaling demand for a more curated, automated experience.

AI Moves to the Checkout

Readiness is particularly strong among Millennials, with over half (59%) [2] willing to allow AI to make purchases on their behalf. This enthusiasm is reflected across multiple generations, including Gen Z (48%), Gen X (55%), and over one quarter of Baby Boomers (26%) [2].

Trust remains the critical factor as AI transitions from a recommendation engine to transaction agent. When asked what is most important for them to trust AI with the final purchase, shoppers identified three key priorities: 

• 45% want to trust that the AI is optimized for the lowest price and best value

• 45% want clarity on who is accountable (the AI provider, retailer, or shopper) if the wrong item is purchased

• 41% want transparency on how the AI selected one product over others [2].

“We are starting to move beyond just the ‘browsing’ phase and entering into the ‘buying’ phase,” commented Trevor Nies, SVP, Global Head of Digital at Adyen. “Over half of shoppers are ready for AI that not only suggests products but actually completes the purchase. This shift will fundamentally reshape how commerce operates, influencing retailers’ end-to-end business strategies, from customer acquisition through loyalty and retention. To support this transformation at scale, the underlying infrastructure, including payments, must evolve accordingly.”

Protecting the Brand Relationship in an AI-First Shopping Era

Despite the enthusiasm for AI-powered shopping, the shift from a recommendation engine to an autonomous purchasing agent poses a new challenge to the one thing retailers cannot afford to lose: the direct customer relationship. As AI intermediaries handle more of the shopping journey, brands risk losing the loyalty touchpoints that have traditionally driven repeat purchases.

The concern is well-founded. Brand loyalty programs remain a powerful driver of consumer behavior, with 59% shoppers saying they’re more likely to shop with brands that offer loyalty discounts or benefits. In the last year, using brand apps to checkout and secure loyalty points ranked as the fifth most popular shopping technology (29%), with adoption particularly strong among Millennials (35%) and Gen Z (33%).

However, when AI handles the purchase decision, these loyalty mechanisms can break down. Retailers recognize this tension. When asked about barriers to adopting AI-powered purchasing, over one quarter (27%) cited the loss of the direct customer relationship as a major concern. The challenge isn’t just technological, it’s relational. Brands need AI solutions that preserve their ability to reward loyalty, communicate directly with shoppers, uncover upsell and cross-sell opportunities, and maintain the brand equity they’ve built.

Retailers Prioritize Safety Over Speed

Retailers are acutely aware of both the opportunities and risks of AI, with 60% planning to expand their AI investments over the next year to enhance their customer experience. The vast majority (88%) [3] of US retailers surveyed said they are open to enabling AI to shop on behalf of consumers, with over half (56%) viewing it as a top strategic priority and 37% planning on investing in this technology over the next 12 months.

However, aligning with consumer demands, retailers are prioritizing safety over speed. When asked about the most important factors for adopting this technology, (38%) prioritized effortless systems integration, while a similar amount (37%) cited ensuring complete data security. For the minority of retailers resisting the shift, the top fear (31%) was that AI will make incorrect or unpredictable purchasing decisions, leading to financial loss or mistakes.

"While over half of US retailers are prioritizing this technology, many of those who are holding back fear losing that personal connection with the customer," said Carlo Bruno, VP of Product at Adyen. "The way forward is to make sure AI is a powerful additive channel that offers shoppers a new way to transact, while ensuring the retailer remains in control of the customer relationship and data. The biggest hurdle isn't the technology, it's the relationship."

Notes to Editors

Consumer Research Methodology

The research was conducted by Censuswide, among a sample of 2000 Nat Rep Consumers across the US (aged 16+). The data was collected between 21.11.2025 - 03.12.2025.

Merchant Research Methodology

The research was conducted by Censuswide, among a sample of 500 retail merchants (aged 18+) across the US. The data was collected between 25.11.2025 - 03.12.2025.

Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.

Footnotes

[1] Research presented is a comparison of data collected from 21.11.2025- 03.12.2025 versus research conducted between 26.02.2025- 12.03.2025.

[2] ‘Strongly agree’ and ‘Somewhat agree’ answers combined

[3] ‘Very open’ and ‘Somewhat open’ answers combined

About Adyen

Adyen (AMS: ADYEN) is the financial technology platform of choice for leading companies. By providing end-to-end payments capabilities, data-driven insights, and financial products in a single global solution, Adyen helps businesses achieve their ambitions faster. With offices around the world, Adyen works with the likes of Meta, Uber, H&M, eBay, and Microsoft.