A striking 68% of consumers surveyed by Horizon Media express skepticism about AI shopping agents acting in their best interests, a sentiment that could jeopardize brand loyalty. This finding comes from the recent Agentic Commerce report, which highlights growing concerns as AI takes a more prominent role in the shopping experience.
Although many consumers accept AI for tasks like product research and price comparison, the report shows they are hesitant to let these technologies handle purchases. This reluctance appears rooted in a fear of losing control over their buying decisions. When faced with a negative experience—occurring in 40% of automated purchases—brands risk what Horizon describes as a “trust tax.” This trust tax could impact the loyalty of over 27% of a brand’s customer base, a serious warning for retailers relying on automated systems to drive sales.
Laura Sammartino, senior vice president for the future of consumer and culture at Horizon Media, underscores the real implications of this skepticism. "The premise that brands might trade short-term conversion gains for long-term loyalty isn't just a theory. Twenty-seven percent of your customers are already at risk. That's not a rounding error,” she states. This cautionary note highlights the delicate balance brands must maintain between using AI for efficiency and ensuring consumer trust.
Interestingly, while 70% of consumers are willing to engage AI for deal-hunting, only 33% are comfortable with AI completing purchases for them. This gap in comfort and trust points to an emotional cost tied to the perceived efficiency of AI. Even in successful transactions, 40% of respondents report feelings of anxiety or frustration, while 23% feel disconnected from the purchasing experience.
The report also reveals shifting consumer expectations regarding AI agents. A significant 76% of consumers believe these agents should operate in their favor; however, only 27% feel that they actually do. This disparity presents a critical challenge for brands increasingly relying on AI to enhance their sales processes. As Sammartino notes, “Brands are no longer just competing for attention. They’re competing to be selected by an algorithm.”
As AI technology continues to shape the commerce landscape, brands must address these consumer concerns carefully. The findings from Horizon Media suggest that while AI can serve as an efficient entry point to commerce—benefiting both consumers and brands—establishing trust is essential for long-term loyalty. The study's insights indicate that brands should prioritize transparency and customer engagement when integrating AI into the shopping experience.
The potential for AI to enhance consumer experiences is vast, but success depends on overcoming the emotional and psychological barriers that currently exist. For brands, the path is clear: build trust in AI shopping agents to foster loyalty and meet consumer expectations in an increasingly automated marketplace.
Quick answers
What percentage of consumers trust AI shopping agents?
Only 27% of consumers believe that AI shopping agents act in their best interests.
What is the ‘trust tax’ mentioned in the report?
The 'trust tax' refers to the risk of losing over 27% of a brand's customers due to negative experiences with AI purchases.
How do consumers feel about AI completing purchases?
Only 33% of consumers are comfortable with AI completing purchases on their behalf.
What emotional responses do consumers have towards AI purchases?
40% of consumers report feeling anxious or frustrated, even when the purchase is successful.
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