Fashion shoppers most interested in AI tools that help them save money
Fashion and sportswear consumers are increasingly using AI throughout the shopping journey — but not for everything.
Fashion shoppers are most interested in AI tools that help them save money, according to research conducted by YouGov on behalf of ACI Worldwide. Price drop alerts and cross-retailer price comparisons were the most valued features, each selected by 35% of consumers, significantly ahead of personalized product recommendations (18%) and outfit suggestions (17%).
The study found that interest drops significantly for AI features that recommend rather than compare, including finding similar products or alternatives (27%), personalized product suggestions (18%), and outfit recommendations (17%). Only 7% of respondents said they would allow an AI assistant to make purchases without approval.
[READ MORE: Survey: AI becoming mainstream shopping tool among consumers]
Regardless of whether purchases are initiated by consumers or AI-powered shopping assistants, payment performance remains a critical factor in conversion, according to the study.
Among consumers who have experienced payment failures online:
•39% abandoned the purchase altogether;
•22% switched to another retailer; and
•53% attempted to complete the purchase using an alternative payment method.
Additional findings from the study are below.
•More than half (53%) of consumers are uncomfortable allowing an AI assistant to make purchases on their behalf.
•Twenty-percent would accept recommendations from AI but not autonomous purchases.
•Fourteen percent would require manual approval for every purchase.
•Only 7% would permit autonomous purchasing under predefined conditions.
“Consumers are drawing a clear distinction between AI that helps them make better decisions and AI that makes decisions for them,” said Adriana Iordan, global head, merchant product management and payment intelligence at ACI Worldwide. “Fashion shoppers see real value in AI tools that help them find better prices, but they're not ready to hand over the final purchase decision. For merchants, the challenge is making AI-driven purchases feel as secure and controllable as any other transaction.”
Methodology
ACI Worldwide commissioned YouGov to conduct an online survey of 3,328 adults aged 18 to 65 in June 2026, across the United Kingdom (2,172) and the United States (1,156) to understand consumer shopping, payment and checkout preferences in fashion and sportswear retail. Fashion-related findings are based on the 3,194 respondents who purchase clothing, footwear or accessories.
