Observed Signal · Apr 27, 2026 · Market Research / Survey · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Negative
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.
Survey reveals a widening trust gap between consumer AI usage and willingness to cede transaction control; this affects merchant adoption of agentic commerce, fraud prevention, authentication design, and liability models across e-commerce and related adtech use cases.
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Key Takeaways & Evidence Grounding
- Riskified published the Q1 2026 Agentic Commerce Pulse survey covering consumers in the United States and the United Kingdom.
- 61.5% of respondents have used AI tools for product discovery and recommendations.
- 55.0% of respondents are not comfortable with AI agents making purchases on their behalf.
- 53.9% of respondents believe AI could increase the risk of online fraud; 73.9% expect strong safeguards such as biometrics or one-time passwords.
- 50.8% of respondents believe AI platforms should be responsible for unauthorized or erroneous AI-driven purchases.
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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.
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.
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.
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