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2026 Retail consumer study

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AI is no longer a novelty. It’s shaping how people shop and who they trust.

This past holiday season marked a turning point. AI moved from behind-the-scenes technology to a front-row role in the customer journey. Shoppers relied on AI to get ideas, compare prices, validate decisions, and reduce the friction of choice overload.

But with influence comes expectation. Consumers want AI that’s fast and relevant. Helpful and trustworthy. And while adoption is rising fast, trust is still cautious.

Our latest retail consumer study, AI has entered the holiday shopping mainstream, reveals how AI is reshaping shopping behavior, where it delivers real value, and where retailers risk losing credibility if experiences fall short.

Based on a survey of 1,000 U.S. consumers, this research explores how shoppers actually use AI during high-stakes moments like holiday shopping and what that means for retail CX strategy in 2026 and beyond.

What’s inside?

  • 1 in 3 U.S. shoppers used AI during the holiday season and 60% used it repeatedly, not just once.
  • 69% of shoppers report satisfaction with AI-powered shopping experiences, signaling strong momentum.
  • 87% use AI primarily for inspiration, not transactions.
  • 58% made a purchase based on an AI recommendation, and 91% say AI influenced or validated a decision.
  • Nearly 8 in 10 shoppers value AI recommendations as much as—or more than—brand guidance.
  • Trust is growing, but guarded: most consumers are only “somewhat” confident retailers use AI responsibly, citing concerns around privacy, transparency, and bias.

This report goes beyond adoption stats to uncover why AI works, where it breaks down, and how retailers can design AI experiences that build confidence instead of eroding trust.

You’ll learn how to align AI with real shopper expectations, optimize for AI-driven discovery, and turn responsible AI use into a competitive advantage; especially in high-consideration moments where trust matters most.

Download the whitepaper and see how AI is redefining retail CX and what retail leaders must do next.