Understanding Consumer Mindsets Towards AI in Shopping This Holiday Season
According to recent findings from Sinch AB, consumers are displaying a mix of caution and confidence in regard to the use of artificial intelligence in their shopping experiences as the holiday season approaches. The study surveyed 2,501 shoppers from eight different markets and revealed that while only 43% believe that AI will simplify their holiday shopping this year, there exists a strong belief in AI's ability to perform specific tasks effectively.
As consumers gear up for Black Friday and the festive season, their concerns primarily revolve around privacy issues. For the second consecutive year, 43% of respondents cited privacy as their greatest apprehension regarding AI interactions, with merely 7% expressing no reservations whatsoever.
Interestingly, when it comes to definite tasks, consumers are optimistic about AI's capabilities. A notable 81% of participants trust AI to manage order tracking and shipping notifications, while confidence remains strong at 74% for answering questions prior to making a purchase. However, this confidence does dip when it comes to sensitive actions such as changes to accounts (66% confidence) or payment adjustments (62% confidence).
A crucial aspect of the survey highlighted that consumers are generally open to engaging with AI technology. Remarkably, only one individual out of the surveyed group claimed they would never interact with an AI chatbot. The most common uses for AI, as pinpointed by the respondents, are order tracking (48%), product research (47%), and customer service inquiries (36%). These statistics affirm that shoppers welcome AI when it serves a purpose they find valuable.
Robert Gerstmann, Chief Evangelist and Co-Founder of Sinch, commented on these findings, stating, "AI for AI's sake doesn't resonate with shoppers, but when it's integrated into tasks they find genuinely beneficial, it gains acceptance. Order tracking and handling pre-purchase inquiries emerge as clear areas where trust in AI is robust. However, for payment and account modifications, consumers still prefer having a human available, so brands must ensure that transitioning to a human agent is straightforward and accessible."
The survey also revealed differing levels of trust between human and AI recommendations. For product suggestions, 53% of shoppers express a greater trust in human recommendations, while 47% either trust AI equally or even more. This disparity continues in voice interactions, where 48% showed trust in a human voice agent over an AI counterpart, contrasting with 37% who felt equally positive about both.
Geographically, attitudes towards AI's role in shopping significantly vary. The United States was identified as the most skeptical market, with only 26% of participants believing AI would enhance their shopping experience. Conversely, Brazil displayed high levels of optimism, with an overwhelming 78% of shoppers believing AI will assist them in their purchasing they have to make this holiday season.
The findings are drawn from an online survey conducted in 2026, which encompasses insights from consumers in the United States, Australia, Brazil, the United Kingdom, France, Germany, Mexico, and Spain. Notably, while India and Canada were part of earlier surveys, they were not included this year. As brands evolve to better integrate AI into their operations during these critical shopping times, understanding consumer perceptions has never been more crucial.
For further details about the study and its implications, individuals can reach out to Sinch’s Corporate Communications Director, Fredrik Hallstan, or their Senior Vice President of Investor Relations, Mia Nordlander. Sinch aims to connect businesses with customers worldwide effectively, supporting over 900 billion customer interactions annually. The integration of trusted AI across platforms highlights Sinch's commitment to enhancing customer experiences in an increasingly digital landscape.
As consumers gear up for Black Friday and the festive season, their concerns primarily revolve around privacy issues. For the second consecutive year, 43% of respondents cited privacy as their greatest apprehension regarding AI interactions, with merely 7% expressing no reservations whatsoever.
Interestingly, when it comes to definite tasks, consumers are optimistic about AI's capabilities. A notable 81% of participants trust AI to manage order tracking and shipping notifications, while confidence remains strong at 74% for answering questions prior to making a purchase. However, this confidence does dip when it comes to sensitive actions such as changes to accounts (66% confidence) or payment adjustments (62% confidence).
A crucial aspect of the survey highlighted that consumers are generally open to engaging with AI technology. Remarkably, only one individual out of the surveyed group claimed they would never interact with an AI chatbot. The most common uses for AI, as pinpointed by the respondents, are order tracking (48%), product research (47%), and customer service inquiries (36%). These statistics affirm that shoppers welcome AI when it serves a purpose they find valuable.
Robert Gerstmann, Chief Evangelist and Co-Founder of Sinch, commented on these findings, stating, "AI for AI's sake doesn't resonate with shoppers, but when it's integrated into tasks they find genuinely beneficial, it gains acceptance. Order tracking and handling pre-purchase inquiries emerge as clear areas where trust in AI is robust. However, for payment and account modifications, consumers still prefer having a human available, so brands must ensure that transitioning to a human agent is straightforward and accessible."
The survey also revealed differing levels of trust between human and AI recommendations. For product suggestions, 53% of shoppers express a greater trust in human recommendations, while 47% either trust AI equally or even more. This disparity continues in voice interactions, where 48% showed trust in a human voice agent over an AI counterpart, contrasting with 37% who felt equally positive about both.
Geographically, attitudes towards AI's role in shopping significantly vary. The United States was identified as the most skeptical market, with only 26% of participants believing AI would enhance their shopping experience. Conversely, Brazil displayed high levels of optimism, with an overwhelming 78% of shoppers believing AI will assist them in their purchasing they have to make this holiday season.
The findings are drawn from an online survey conducted in 2026, which encompasses insights from consumers in the United States, Australia, Brazil, the United Kingdom, France, Germany, Mexico, and Spain. Notably, while India and Canada were part of earlier surveys, they were not included this year. As brands evolve to better integrate AI into their operations during these critical shopping times, understanding consumer perceptions has never been more crucial.
For further details about the study and its implications, individuals can reach out to Sinch’s Corporate Communications Director, Fredrik Hallstan, or their Senior Vice President of Investor Relations, Mia Nordlander. Sinch aims to connect businesses with customers worldwide effectively, supporting over 900 billion customer interactions annually. The integration of trusted AI across platforms highlights Sinch's commitment to enhancing customer experiences in an increasingly digital landscape.
Topics Consumer Technology）
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