Majority of Americans Open to AI Choosing Brands for Significant Savings

A recent nationwide survey has indicated a significant shift in consumer attitudes towards artificial intelligence in shopping. Conducted by Talker Research for Spreedly, the results show that 63% of American adults are open to, or would accept, an AI shopping assistant making brand choices for them if it resulted in consistent savings of around 20% on their purchases.

Shift in Consumer Behavior

As AI shopping agents evolve—moving beyond mere product discovery into the checkout process—the implications for consumer-brand relationships are substantial. The results of the survey suggest that as AI's involvement in purchasing decisions increases, traditional notions of brand loyalty may begin to erode.

For younger demographics, particularly Gen Z and Millennials, brand loyalty appears more fragile. The survey showed that 34% of Gen Z participants and 30% of Millennials would forego brand loyalty if an AI assistant continually guided them toward the best products at the lowest prices. This trend is also notable among parents of young children; 60% stated they would support an AI's brand preferences in exchange for savings.

Furthermore, when it comes to product research, respondents across the board still regard Google Search as the leading authority. Yet, among Gen Z respondents, 31% identified ChatGPT as their most trusted resource for product research—surpassing Google Search's 12% rating. This highlights a generational shift in how consumers gather information before making purchases.

Justin Benson, the CEO of Spreedly, commented on this trend, noting that while consumers may increasingly trust AI for brand selection, they still desire to maintain control over their financial transactions. "Consumers may increasingly rely on an agent to decide which brand wins the purchase, but they still expect control when money moves. That changes the transaction environment for merchants," he explained.

Control Over Financial Decisions Remains Key

Despite the potential for savings, a sizable percentage of consumers express reluctance in relinquishing control over their purchasing decisions. According to the survey, 43% of respondents insist they would prefer to decide their spending limits, while 41% noted the importance of choosing their payment methods. Only a minority, 20%, would allow an AI shopping assistant to complete purchases independently without any prior approval, and merely 16% would consider permitting autonomous spending for low-value purchases.

An overwhelming 64% expressed a firm stance against letting AI spend on their behalf without prior consent—a reflection of their need for security in financial dealings.

Concerns About Fraud.

One of the most significant barriers to widespread acceptance of AI in autonomous shopping is the fear of fraud. Over half of the surveyed participants, 52%, cited fraud as a primary concern that would deter them from allowing AI to make purchases. The second-highest concern was a lack of trust in AI companies, which 45% of respondents pointed to, followed by 40% who feared overspending.

Interestingly, when asked who would be held accountable if an AI assistant made an erroneous purchase, a notable 41% would place the responsibility on the AI provider, while only a small fraction would blame the retailer or payment processor.

In a landscape that has yet to determine clear frontrunners in consumer trust regarding AI shopping, only 13% of surveyed individuals identified Google as their preferred AI shopping provider, followed by PayPal (11%), Amazon (10%), and Walmart (10%).

Conclusion

As AI technology continues to advance and integrate itself into consumer shopping experiences, the dynamics of brand loyalty and purchasing behavior are likely to shift significantly. The survey illustrates a clear willingness among consumers to embrace AI tools for potential savings while simultaneously emphasizing their need for control, validation, and trust in the financial aspects of their transactions. This delicate balance will shape the future of retailing as merchants adapt to an increasingly AI-driven marketplace.