Three out of four consumers in the United States would trust AI shopping less if results were sponsored, according to a study released by Quad/Graphics, a marketing and printing services company, and The Harris Poll indicating shopper feelings about artificial intelligence at retail are mixed.
The research suggests paid ads risks eroding consumer trust in both brands and the AI platforms.. The same proportion of consumers would trust brands less if they paid to influence AI agents.
In all, 81% of U.S. consumers participating in the study said a great in-store experience with a brand makes them more confident trying new products than they might be online, while the same proportion agrees it is easier for brands to misrepresent product quality online than it is in stores.
Still, what Quad/Graphics characterized as a surprising number of consumers — 60% of Millennials, 54% of Gen Zers and 45% of U.S. shoppers as a whole — expressed more faith in AI-powered shopping tools than in-store associates to provide unbiased recommendations. Younger demographics are more likely to actively engage AI shopping tools, with 52% of Gen Zers and 55% of Millennials saying they use AI in-store for real-time help, compared to 39% of consumers overall.
In looking at the study results broadly, Quad/Graphics reported it seems consumers are inclined to use AI agents for practical purposes, yet they are reluctant to completely trust artificial intelligence in shopping:
- 74% are now aware of agentic AI shopping technology.
- 51% would use AI-powered shopping tools to reduce the risk of making a bad purchase, with Gen Zers and Millennials each at 62%.
- Two-thirds are using AI for spotting pricing inconsistencies.
- Three-fifths tap AI to help them stay on budget and narrow choices faster.
- 54% find allowing AI access to their shopping history unappealing
- 73% reported that algorithm-driven pricing makes it hard to know if they are getting the best deal.
- 71% said personalized online pricing, or, as it’s sometimes called, surveillance pricing, makes them want to shop in stores, where everyone pays the same price.
- 73% feel uneasy about how AI might use personal shopping data.
When it comes to actual dollars, 39% of consumers said they trust AI agents to make everyday purchases on their behalf, and a slightly lesser proportion, 34%, are comfortable with AI-driven purchasing for larger purchases.
“Consumers are scrutinizing value more closely and questioning who, or what, is shaping their purchase decisions,” said Heidi Waldusky, Quad/Graphic’s vice president of brand and integrated marketing. “AI offers real promise for efficiency and personalized service to make life easier, but any hint that AI shopping is quietly steering users toward paid influence could confirm a fear that the system isn’t on our side. The opportunity for brands is to build brand trust through their physical stores and products, while seamlessly and transparently integrating the AI technology in a way that makes those IRL spaces and experiences better for shoppers.”
