Observed Signal · Sep 30, 2026 · Research / Survey · Source: PR Newswire: Advertising & Marketing · Impact: 2/5 · Sentiment: Positive
Synchrony and Oxford Economics: Trust Key for AI Shopping
A new study by Synchrony and Oxford Economics reveals that consumer trust is the primary factor driving adoption of AI-powered shopping and agentic commerce. The research, based on a survey of 2,000 U.S. consumers and interviews with industry leaders, found that data security (82%) and transparency (77%) matter more to consumers than convenience (58%). Fraud protection is a major adoption driver, with 67% of consumers willing to use AI more if it includes such safeguards. Consumers are comfortable delegating low-risk purchases under $50 to AI, but 46% would not use AI for purchases of $5,000 or more. The study highlights the need for businesses to build trust through protection, transparency, and control, and Synchrony is developing capabilities to help partners prepare for agentic commerce.
This research provides actionable insights for the AdTech and retail media ecosystem on consumer trust in AI-driven commerce, which is emerging as a key factor for future advertising strategies.
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Key Takeaways & Evidence Grounding
- Synchrony and Oxford Economics conducted a study of 2,000 U.S. consumers, fielded in May 2026.
- 82% of consumers say keeping data secure is important for AI shopping; 77% value transparency.
- 67% of consumers would use AI more for shopping if it included fraud protection.
- 47% of consumers would let AI suggest options for purchases under $50; 46% would not use AI for purchases of $5,000 or more.
- Synchrony is developing capabilities for agentic commerce and working on interoperable standards.
Connected Companies & Entities
2 Entities mapped“Synchrony (NYSE: SYF), a leading consumer financing company, today released findings from its 2026 AI in Commerce study....”
“conducted with Oxford Economics, on how consumers view AI in online shopping and payments as agentic commerce gains ground....”
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.
Shoppers Cautious About AI Holiday Shopping, Sinch Study Finds
A new study by Sinch across eight markets with 2,501 consumers reveals that fewer shoppers believe AI will make holiday shopping easier, dropping from 48% in 2025 to 43% in 2026. Trust in human advice over AI increased to 53%. Data privacy remains the top concern (43%). Consumers are most willing to delegate order tracking and shipping updates (48%), product research (47%), and customer service (36%). Despite consumer caution, 63% of retailers have deployed AI customer communication agents. The findings suggest that AI gimmicks risk alienating shoppers, while high-quality authentic content remains crucial for affiliates.
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