1. Skepticism and price sensitivity now define consumer sentiment<\/p>\n
Three-quarters (74%) of Americans say price matters more now than it did a year ago. Nearly the same share (73%) say being informed matters more. Consumers aren\u2019t merely scrutinizing value more closely \u2014 they\u2019re actively questioning who (or what) is shaping their purchase decisions.<\/p>\n
They aren\u2019t satisfied with the answers. Most consumers (73%) believe algorithmic pricing makes it difficult to know if they are getting the best deal. Meanwhile, 69% feel social media is becoming a less attractive shopping channel, and 68% say they\u2019ve lost trust in influencer recommendations in the past year.<\/p>\n
For brands, this elevates consistency from a messaging tactic to a growth lever. When pricing is clear and coordinated across channels, consumers are less likely to seek third-party validation \u2014 and potentially take their business elsewhere.<\/p>\n
2. Consumers are embracing AI agents to solve specific pain points surrounding price transparency and decision fatigue<\/p>\n
Awareness of AI shopping agents is now widespread: Roughly three-quarters (74%) of Americans are familiar with these tools. Younger consumers are leading adaption, with half of millennials (50%) and Gen Z (47%) counting themselves as confirmed users.<\/p>\n
Across generations, the use cases are practical. Two-thirds of consumers say agentic AI is appealing because it can spot pricing inconsistencies; 3 in 5 like that the tech can help them stay on budget. They also cite simple interfaces (63%) and reduced decision fatigue (60%) as top reasons to engage with AI agents.<\/p>\n
In the eyes of shoppers, these tools are providing something incredibly valuable: a counterweight to digital complexity.<\/p>\n
3. AI shopping is quickly approaching an unexpected \u201ctrust cliff\u201d<\/p>\n
Agentic tech may boost confidence while shopping online, but that confidence has its limits. Indeed, 75% of consumers would lose trust in AI agents if brands paid to influence the results. Crucially, 75% would also trust brands less if they paid to influence AI recommendations.<\/p>\n
Complicating things further, monetization strategy ultimately lies in the hands of AI platforms, not brands. This puts marketers in a delicate situation: The very feature that makes agentic AI appealing (perceived neutrality) is also what makes it vulnerable.<\/p>\n
Retail success in AI-driven discovery may depend less on paid influence and more on accurate data, consistent pricing and brand equity built elsewhere. Here, the takeaway is clear: An AI agent can amplify trust, but it cannot manufacture it.<\/p>\n
4. For brands, physical stores are more important than ever<\/p>\n
In the age of AI shopping, brick-and-mortar continues to foster crucial connections and practical credibility among wary consumers. Product discovery remains firmly rooted in physical environments, with 72% of Americans agreeing: \u201cShopping casually (just for fun) is better in person than online.\u201d<\/p>\n
Four in five (81%) also feel that a great in-store experience increases their confidence buying online. Meanwhile, 71% say that personalized or \u201csurveillance\u201d pricing makes them want to shop in stores. This affirms the unique value of physical retail: It\u2019s simultaneously an e-commerce growth engine and a hedge against e-commerce disruption.<\/p>\n
5. Omnichannel will define the winners in the age of AI<\/p>\n
The Harris Poll\u2019s new research confirms that AI shopping agents are gaining influence. But it also indicates that adaption is conditional, not inevitable: 68% of consumers say they\u2019d be less likely to use AI shopping tools if pricing were clearer, while 66% would decrease agentic reliance if shopping were more enjoyable.<\/p>\n
About 3 in 5 consumers (58%) say they would be less reliant on AI agents if they simply had more time.<\/p>\n
Which is to say, the rise of AI shopping is tied directly to friction in the wider consumer experience. For marketers, this moment isn\u2019t about choosing between AI-focused or in-store strategies. It\u2019s about integrating them.<\/p>\n
Brands that align pricing across channels, reinforce credibility in-store and extend that trust into AI-driven discovery will be best positioned for growth.<\/p>\n