New research shows that when consumers have clear protection measures, transparency, and control, they are more willing to allow AI to make purchases on their behalf.

Key Points

• Safety and transparency are of utmost importance: Ensuring data security (82%) and providing clear explanations on how data is used (77%) are considered more crucial for consumers than saving time (58%).
• Fraud protection drives adoption: 67% of consumers stated that if AI includes fraud protection, they would use AI more frequently.
• Consumers have the highest acceptance of AI for low-risk purchases: For purchases under $50, 47% of consumers are willing to let AI recommend options for their review and approval, and 34% are willing to let AI take action based on their preferences and past behavior; however, for purchases of $5,000 or more, 46% of consumers will not use AI.
• AI Shopping is becoming a trust challenge in the business world: As AI agents take on more steps in the shopping process, companies need to clearly communicate the value they provide to consumers, as well as their protective measures and control mechanisms.

Stamford, Connecticut, September 30, 2026 /PRNewswire/ — Leading consumer finance company Synchrony ( NYSE : SYF ) today released the results of a study titled "2026 AI in Business" conducted in collaboration with Oxford Economics ( Oxford Economics ). The study focuses on how consumers perceive the application of AI in online shopping and payments as proxy-based business ( agentic commerce ) continues to rise. In proxy-based business, AI agents can represent consumers in searching, comparing, and in some cases, completing purchases.

Research shows that many consumers are already using AI in their shopping, but to what extent they are willing to authorize AI to act on their behalf depends on trust. Shoppers are most willing to use AI for low-risk tasks such as searching for products, comparing prices, and applying discounts. As AI involves higher-value purchasing decisions, consumers desire greater data security, transparency, control, and clear mechanisms for correcting errors.

Synchrony Chief AI Official Nimrod Barak states: "Consumers are telling us that the future of AI shopping will be won by the most trustworthy experiences. As AI evolves from helping shoppers compare products to taking action on their behalf, trust is becoming a true differentiator. Companies that have established protection, approval, and accountability mechanisms from the start will be better positioned to win consumer confidence, drive growth, and succeed in the AI business."

Margaux McLoughlin, the Manager of Leadership Research at Oxford Economics, stated: "Consumers are willing to let AI take on more steps in the shopping process, but this willingness comes with clear expectations for security, transparency, and control. Our research shows that trust is a prerequisite for the adoption of agent-based commerce. As AI shifts from helping consumers make decisions to taking action on their behalf, businesses have the opportunity to embed trust into every interaction by providing clear protection for consumers, allowing them to see how AI operates, and giving them substantial control over the shopping experience."

Main findings

Consumers have very clear demands when it comes to shopping with AI. Data security (82%) ranks first, followed by transparency in data usage (77%). The importance of saving time (58%) is relatively lower.

Fraud protection is an important factor driving adoption. Two-thirds of consumers (67%) stated that they would use AI more frequently if it came with fraud protection.

When AI helps them search, compare, and save money, consumers are most likely to turn to AI. Among the respondents:

• 79% are willing to let AI automatically apply discounts, and 74% are willing to allow AI to use loyalty points or rewards.
• 51% are willing to accept the new credit card recommended by AI, and 48% are willing to let AI check if they meet the pre-qualifications.
• 43% are willing to allow AI to complete the purchase within the preset limit.
• 37% are willing to let AI automatically purchase products they use frequently.

Trust is also influenced by existing relationships. Consumers stated that they are more likely to trust AI shopping assistants from technology companies (58%), retailers or brands (56%), general AI platforms (55%), or their main banking institutions (55%). For banks with which consumers do not have an existing relationship, this proportion drops to 38%.

When AI handles low-risk purchase transactions, consumers have the highest acceptance. Consumers are most willing to let AI handle the purchase of low-priced goods. For items under $50, 47% of consumers are willing to let AI recommend options for their review and approval, while 34% are willing to let AI act automatically based on their preferences and past behavior. In contrast, for purchases of $5,000 or more, 46% of consumers will not use AI.

AI Users prefer to entrust AI. Consumers who are already using AI are less likely to view "preferring to make their own shopping decisions" as an obstacle to using AI (34% vs 52%) compared to non-AI users, indicating that they are more willing to leave the task of making or completing purchases to AI.

Young consumers are leading the way in adopting this trend. Among Generation Z respondents, 39% are more willing to let AI handle the payment details, compared to only 15% of the Baby Boomer generation. The report indicates that stronger protective measures and clearer control mechanisms will be key to building trust and promoting broader adoption.

What should enterprises do now?

Research indicates that for retailers, brands, and financial institutions, one clear conclusion is that the adoption of AI largely depends on consumer trust. Companies that build the AI experience around protection, transparency, and consumer control will be more likely to win consumers' confidence in more advanced forms of AI shopping.

Enterprises shall:

• Put protection first: Place fraud prevention, user consent, and recovery mechanisms at the core.
• Let consumers maintain control: Incorporate review, approval, and override mechanisms in critical operations.
• Start with low-risk tasks: Prioritize search, comparison, recommendations, and discounts.
• Built on trusted relationships: Embedding AI into brands, banks, and platforms that consumers are already using.
• Be prepared for errors: enable consumers to easily see what the AI proxy has done, understand why it did so, and quickly resolve any issues that arise.

Help brands win preference when shopping through AI agents.

Synchrony indicates that the company is putting these principles into practice by helping partners to prepare for agency-based commerce. The company is developing relevant capabilities to ensure that financing, rewards, and discounts remain recognizable and reliable when AI agents represent customers in their purchases, thereby helping brands not to rely solely on price competition.

For customers, this means a familiar and trustworthy experience: even though the AI agent is assisting with the purchase, the value, protective measures, and choices they expect still remain in place.

Synchrony also indicates that the company is collaborating with open-source organizations and industry groups to promote the development of interoperable standards, and to help embed fraud protection, transparency, consumer control, and accountability mechanisms into the emerging AI shopping experience. Synchrony states that by working together with partners and learning from each other, the company aims to help create a AI business ecosystem that can not only create value for brands but also protect customers.

For more information, please refer to the research on "_AI in Business in 2026" and the article on leadership in thought published by Oxford Economics Research under Synchrony.

Frequently Asked Questions

Question 1: What is the importance of this research?

Answer: This study identified the factors that can win consumers' confidence in purchasing AI, as well as the factors that can enhance this confidence. Consumers use AI for research, comparison, and to find discounts, and the study shows that protection, control, and accountability mechanisms may extend this willingness to the payment process as well.

Question 2: What shopping tasks are consumers currently using AI to handle?

Answer: The main focus is on research and comparison. Approximately one-third of consumers have used AI to search for alternative options, and a similar proportion of people use AI to compare prices.

Question 3: What would encourage consumers to use AI more for shopping?

Answer: Fraud protection. Two-thirds of consumers stated that if this feature were available, they would use AI more frequently; at the same time, consumers place a higher emphasis on data security and transparency than on convenience.

Question 4: How does Synchrony help partners prepare for agency-based business?

Answer: Synchrony is developing relevant capabilities to ensure that financing, rewards, and discounts remain recognizable and reliable when AI agents represent customers in their purchases. The goal is to help partners not rely solely on price competition, while also providing customers with a familiar and trustworthy experience, ensuring that the value they expect, protective measures, and choices they have are still reflected.

Question 5: Why is standardization so important in AI shopping?

Answer: As AI agents begin to assist consumers in searching, comparing, and purchasing, brands, financial institutions, and technology platforms will need common approaches to support transparency, fraud protection, consumer control, and accountability. Synchrony indicates that companies are collaborating with open-source organizations and industry groups to promote the development of interoperable standards in order to support a trustworthy AI shopping experience.

Question 6: Where can I learn more?

Answer: You can learn more about Synchrony and related information on proxy-based commerce.

About Synchrony

Synchrony ( NYSE : SYF ) is a leading consumer finance company that has been at the heart of the American business and opportunity system for nearly a century. Synchrony provides credit and banking products, helping tens of millions of consumers improve their financial lives and access the most important services and goods. With innovative solutions that shape the future of retail business, Synchrony supports the growth and success of some of America's most respected brands, while also serving hundreds of thousands of small and medium-sized enterprises, including health and wellness service providers. The company states that, thanks to its commitment to excellence in service and corporate culture, Synchrony has been rated as the number one "Best Place to Work" in the United States by Fortune magazine and Great Place to Work ®. For more information, please visit www.synchrony.com.

Methodology:This study combines a survey conducted in May 2026 among 2,000 American consumers, as well as 8 in-depth interviews with senior managers in the fields of payments, retail, and technology, carried out in collaboration with Oxford Economics.

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