Observed Signal · Jul 30, 2026 · Research Report · Source: Hello Partner · Impact: 2/5 · Sentiment: Negative
Research: AI Hesitancy Affects Online Checkout Trust
Reflect Digital's Searchpulse report (UK, n=2,000) finds strong AI usage but persistent mistrust in agentic online shopping: Gen Z are the biggest fact-checkers, with 45% verifying AI outputs, while almost half of respondents said they would be uncomfortable with an AI completing their checkout due to security and accuracy concerns. The report also notes platform shifts among younger users (YouTube, Instagram, TikTok rising; Google usage down 15% year-over-year). Other market studies (Logica Research/PayPal, Mintel, Juniper Research) similarly report consumer hesitation around giving AI full autonomy in purchases, though forecasts anticipate growth in agentic commerce by 2031.
Market-research findings showing consumer mistrust of AI-driven checkouts and shifts in search behaviour have measurable implications for commerce, affiliate revenue and attribution, but do not constitute platform policy or major infrastructure changes.
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Key Takeaways & Evidence Grounding
- Reflect Digital published a quarterly Searchpulse report based on UK data from a sample of 2,000 people.
- Gen Z are the largest AI fact-checkers, with 45% actively clicking links to verify data.
- Almost half of respondents reported being uncomfortable with an AI tool completing their online checkout, citing security and accuracy concerns.
- Among 18-to-24-year-olds, nearly 60% used YouTube for search, followed by Instagram (51%) and TikTok (50%); Google usage dropped 15% between 2025 and 2026.
- Other research cited: a Logica Research study linked to PayPal found 64% of UK consumers hesitant to give AI full autonomy over purchases; Mintel found over two-thirds of US consumers had security concerns about agents making purchases; Juniper Research forecast agentic commerce users could reach 1.3 billion by 2031.
Connected Companies & Entities
6 Entities mapped“Earlier this year, Commerce and PayPal research, conducted by Logica Research, found that, while interested in testing the tools, 64% of UK ...”
“Meanwhile, Mintel found that in the US, over two-thirds of consumers held security concerns around agents making online purchases....”
“Among Gen Z, the report noted that YouTube was used by nearly 60% of those aged 18 to 24-year-olds, followed by Instagram (51%) and TikTok (...”
“Among Gen Z, the report noted that YouTube was used by nearly 60% of those aged 18 to 24-year-olds, followed by Instagram (51%) and TikTok (...”
“Among Gen Z, the report noted that YouTube was used by nearly 60% of those aged 18 to 24-year-olds, followed by Instagram (51%) and TikTok (...”
“Among Gen Z, the report noted that YouTube was used by nearly 60% of those aged 18 to 24-year-olds, followed by Instagram (51%) and TikTok (...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Riskified Survey: Consumers Resist AI-Controlled Shopping
Riskified released the Q1 2026 edition of its Agentic Commerce Pulse, a survey of consumers in the United States and the United Kingdom that finds broad adoption of AI for product discovery but declining comfort with AI autonomy in purchases. Key results include 61.5% using AI for discovery, 55.0% uncomfortable with AI making purchases, and 53.9% believing AI could increase online fraud. Respondents also demand stronger transaction safeguards (73.9%) and place primary liability for unauthorized AI-driven purchases on AI platforms (50.8%). Riskified says the findings show a widening gap between AI adoption and consumer trust, with implications for merchants, authentication, fraud prevention, and accountability as agentic commerce evolves.
AI Shopping Adoption Grows, But Trust Limits Transactions
New data reported by MarTech from Exploding Topics (May 1, 2026) shows widespread consumer use of AI in shopping—77.6% used AI for shopping in the past six months and over 43% used it weekly—but a clear trust ceiling prevents AI from completing purchases. About 68.64% of users say AI influenced a purchase they otherwise would not have made, yet more than half of consumers are uncomfortable with AI storing payment card details and most would allow AI to spend $0 autonomously (frequent users typically cap autonomous spend at $50 or less). The findings imply AI is established as a decision-layer for research and consideration, while transactions remain under human control, increasing the importance of visibility in AI-generated recommendations and generative engine optimization for marketers.
Consumers Trust AI Advice but Not AI Purchases
A survey by ACI Worldwide of over 3,300 U.S. and U.K. consumers reveals that only 7% of fashion shoppers would allow an AI assistant to make purchases without approval, while 53% are uncomfortable with AI making purchases on their behalf. Consumers value AI for tasks like price drop alerts and cross-retailer comparisons, but want to retain control over final purchase decisions. The article highlights that retailers can build loyalty by embedding AI assistants in their apps for order tracking, returns, and promotions. Privacy concerns remain significant, with 53% of global consumers worried about AI-enabled support posing privacy risks, according to Qualtrics XM Institute. Experts suggest framing AI as a 'better editor' that narrows options rather than a decision-maker, emphasizing the importance of trust and transparency.
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