Navigating Holiday Shopping: Shoppers' Mixed Feelings on AI Assistance

With the holiday shopping season approaching, new research from Sinch AB unveils a complex landscape of consumer attitudes toward artificial intelligence (AI). As consumers gear up for Black Friday and other festivities, they exhibit caution regarding AI's role in easing their shopping experience. A surveyed group of 2,501 shoppers across eight countries revealed a decline in the belief that AI will enhance their holiday shopping, indicating a more nuanced perspective on technology's involvement in retail.

Key Insights from the Research

The research found that only 43% of the global shoppers surveyed expect AI to streamline their holiday shopping, down from 48% in 2025. This drop in confidence reflects an overarching concern about privacy and data security—43% of participants ranked this as their primary worry regarding AI technology, with a minimal 7% expressing no concerns at all.

Interestingly, while shoppers remain skeptical about the broader applications of AI, their confidence in specific tasks is much higher. For example, a significant 81% feel assured that AI can effectively manage order tracking and provide shipping updates. Additionally, 74% expressed trust in AI handling pre-purchase inquiries. However, this trust diminishes concerning more sensitive actions like account changes (66% confidence) and payment adjustments (62% confidence).

Embracing AI Interaction

Despite cautious attitudes, the majority of shoppers are willing to engage with AI technology. The survey illustrated that only one participant out of 2,501 adamantly refused to interact with an AI chatbot in any scenario. Among those surveyed, the most preferred uses of AI included order tracking (48%), product research prior to purchase (47%), and receiving customer support (36%).

Robert Gerstmann, Chief Evangelist and Co-Founder of Sinch, emphasized the importance of task-oriented AI applications. He stated, "AI for AI's sake doesn't resonate with shoppers, but AI connected to tasks that genuinely benefit them does. Order tracking and pre-purchase queries are straightforward wins where consumer confidence is already high. In contrast, areas like payment processing still require a human touch. Brands must ensure a seamless transition between AI assistance and human support."

Trust in Recommendations

When it comes to product recommendations, trust levels differ based on the source of the advice. The research found that 53% of consumers trust recommendations made by real people over AI-generated suggestions, while 47% maintain equal trust towards AI recommendations. Similarly, in voice interactions, 48% prefer speaking with a human over an AI agent, yet 37% regard both sources as equally trustworthy.

Geographic Disparities

The study also highlighted geographical differences in sentiments regarding AI's role in shopping. The United States emerges as the most skeptical market, with only 26% of consumers believing AI will simplify their shopping experience, while 43% strongly disagree. Conversely, Brazil displayed optimism, with 78% of shoppers anticipating that AI will make their holiday shopping easier.

In Conclusion

As shoppers navigate the complexities of holiday purchases, their attitudes towards AI reflect a blend of skepticism and willingness to embrace technology for specific, task-related functions. This insight serves as a critical reminder for businesses focusing on customer engagement through AI—attach the technology to meaningful tasks, prioritize data privacy, and ensure a human presence in sensitive transactions to foster trust and loyalty.

About the Research

This analysis follows an online survey conducted by Sinch in 2026, encompassing consumers from the United States, Australia, Brazil, the United Kingdom, France, Germany, Mexico, and Spain. The full data breakdown and insights from the survey can be requested for further exploration of these trends.

For further details, feel free to contact Sinch's Director of Corporate Communications or the SVP of Investor Relations.