A recent report highlights a significant decline in consumer trust toward AI integrated into merchant apps, revealing a clear preference for dedicated AI platforms. While artificial intelligence is becoming more prevalent in daily life, users find the most effective tools are not those embedded in existing applications.
The May Agentic AI Report from PYMNTS Intelligence, titled "The New AI Handshake: Data Shows When Consumers Want Help and When They Want Control," shows that AI is evolving from an occasional research aid to a consistent household assistant. This shift is backed by a survey of 2,111 adults conducted in March, which explored AI use across nine categories and 54 activities. The findings reveal that consumers increasingly depend on AI for tasks like finding discounts, managing household logistics, and meal planning, with increases of 2.9, 2.8, and 2.7 percentage points, respectively, since last fall.
Despite this uptick in AI usage, a concerning trend has emerged: embedded AI tools within apps and websites are perceived as less helpful. These tools fell short in six out of eight task categories, with significant declines in learning and self-improvement (a drop of 12.1 percentage points) and health and wellness (down 7.1 points). In contrast, dedicated AI platforms have gained consumer trust, improving in health and wellness (up 6.2 points), everyday planning (up 3.9 points), shopping (up 3.5 points), and finance (up 3.1 points).
The report suggests that while merchant apps may excel at providing inventory details, they often lack the comprehensive context consumers desire. This limitation is crucial; when making decisions, consumers prefer the broader perspective that dedicated platforms can offer. Embedded tools are inherently limited to their specific applications, which can result in a perception of ineffectiveness.
The implications for payments and commerce companies are clear. Simply adding AI to an app does not enhance user experience or build trust. Consumers may encounter these tools frequently, but that does not mean they find them useful. Trust and perceived helpfulness associated with AI are shifting toward separate platforms that better address user needs.
As consumer preferences continue to change, businesses must recognize that merely having AI does not guarantee its effectiveness. Companies should consider how their AI offerings can compete with dedicated platforms that prioritize user experience and comprehensive support. This shift in consumer sentiment could reshape strategies for integrating AI into business operations, requiring a more thoughtful approach to how AI is implemented in various contexts.
Quick answers
What does the report indicate about embedded AI tools?
The report shows that embedded AI tools are perceived as less helpful, losing ground in several task categories.
How have dedicated AI platforms performed according to the survey?
Dedicated AI platforms have gained consumer trust and effectiveness across various tasks, outperforming embedded tools.
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