AI Adoption Depends on Consumer Trust

New research from Synchrony and Oxford Economics reveals that consumers are more willing to let AI agents make purchases when they have clear protection, transparency, and control. The study, conducted in May 2026, shows that security and transparency are the most important factors for consumers, with 82% and 77% respectively, ranking above saving time (58%).

Fraud protection is a significant driver for AI adoption, with 67% of consumers indicating they would use AI more if it included fraud protection. However, consumers are most comfortable with AI for lower-risk tasks such as searching for products, comparing prices, and applying discounts. For purchases under $50, 47% of consumers would let AI suggest options for review and approval, and 34% would let AI act based on their preferences and past behavior. By contrast, 46% would not use AI for purchases of $5,000 or more.

The research also highlights that AI comfort is strongest for low-risk purchases, with 47% of consumers willing to let AI suggest options for review and approval, and 34% willing to let AI act automatically based on their preferences and past behavior. However, this drops to 46% for purchases of $5,000 or more.

Consumers are clear about what they want from AI shopping, with 82% ranking data security as the most important factor, followed by 77% for transparency about how data is used. Saving time ranks lower at 58%.

Younger consumers are leading the adoption of AI shopping, with Gen Z respondents more willing to let AI handle payment details compared to Boomers. Consumers say they would be likely to trust an AI shopping assistant from a technology company, retailer or brand, general AI platform, or their primary bank, with a bank with no existing relationship trailing at 38%.

Synchrony, a leading consumer financing company, has identified that trust will be the key to the future of AI shopping. As AI agents take on more of the shopping journey, companies will need to communicate clearly the value, protections, and controls they offer consumers. Companies that build protection, transparency, and accountability into their AI experiences will be better positioned to earn consumer confidence and drive growth in AI commerce.

Synchrony is already putting these principles into practice by helping partners prepare for agentic commerce. The company is developing capabilities designed to make financing, rewards, and offers recognizable and reliable when AI agents shop on a customer's behalf, helping brands compete on more than price.