Survey: Some skepticism remains among AI shopping agent users
Consumers are continuing to utilize artificial intelligence-powered tools to help them shop – but a handful of hangups still remain.
More than eight-in-10 (82%) consumers have used AI for product research or comparison, while 64% have used it for price tracking, according to a new report from Horizon Media. Overall, 90% of those surveyed report satisfaction with AI-assisted shopping experiences.
Despite the growing use, 76% of consumers believe AI shopping agents should work for them, but only 27% believe they actually do. And while 70% of consumers are comfortable using AI for deal-hunting, only 33% are comfortable allowing AI to complete a purchase on their behalf.
Horizon Media noted that negative experiences with AI-automated purchases happen 40% of the time among those surveyed, putting brand loyalty at risk.
In response, Horizon Media noted that a brand’s success in the agentic AI era will be its ability to “preserve trust, control and emotional connection.” This includes winning in AI-driven environments where price, performance, and efficiency dominate, guiding decision-making with tools that simplify choice and build confidence, and reducing risk and anxiety through transparency, safeguards and post-purchase reassurance.
"AI is turning shoppers into optimizers," said Laura Sammartino, senior VP of future of consumer & culture at Horizon Media. "The implication is profound: brands are no longer just competing for attention. They're competing to be selected by an algorithm. Our research provides a clear financial warning for brands rushing into autonomous commerce. The premise that brands might trade short-term gains for long-term loyalty is not just a theory: it's a quantifiable risk.”
[READ MORE: Survey: Clothing tops most returned categories in online purchases]
The "Agentic Commerce: Building Trust in the New Era of AI Shopping" report was developed by Horizon Futures in partnership with Horizon Commerce, Blue Hour Studios and Horizon SEO. The findings are based on a survey of 1,000 U.S. consumers who are “AI-active,” conducted in March 2026. The survey was supplemented by behavioral data and cultural analysis.
