Over half of U.S. shoppers are now willing to let artificial intelligence handle the entire shopping process, including the final purchase, according to Adyen’s 2026 retail report, signaling a shift in consumer behaviour that could influence retailers’ strategies and operations.
The report highlights that AI adoption among U.S. shoppers has accelerated sharply over the past year. Usage of AI assistants more than doubled, rising from 12 per cent to 35 per cent, with 66 per cent of users saying it saves time and 62 per cent reporting it helps cut through online noise. The same share of shoppers said they want retailers to use AI for proactive product recommendations.
AI moves to the checkout
The willingness to let AI complete purchases is particularly strong among Millennials, with 59 per cent saying they would allow it. Gen X and Gen Z shoppers follow closely at 55 per cent and 48 per cent, respectively, while over a quarter of Baby Boomers (26 per cent) are also open to the approach.
Trust remains a key factor in adopting AI as an autonomous purchasing agent. When asked what is most important to trust AI with the final purchase, 45 per cent of respondents want to be confident the AI is optimised for the lowest price and best value, another 45 per cent seek clarity on accountability if the wrong item is purchased, and 41 per cent want transparency on how the AI selected one product over others.
“We are starting to move beyond just the ‘browsing’ phase and entering into the ‘buying’ phase,” said Trevor Nies, senior vice-president and global head of digital at Adyen.
“Over half of shoppers are ready for AI that not only suggests products but actually completes the purchase. This shift will fundamentally reshape how commerce operates, influencing retailers’ end-to-end business strategies, from customer acquisition through loyalty and retention. To support this transformation at scale, the underlying infrastructure, including payments, must evolve accordingly.”
Protecting brand relationships
The report also raises concerns about the impact of AI on brand loyalty. While 59 per cent of shoppers say they are more likely to buy from brands offering loyalty discounts or benefits, AI-managed purchases could weaken the direct relationship between consumers and retailers. Over one quarter of retailers surveyed cited loss of the customer relationship as a major barrier to adopting AI-powered purchasing.
Retailers recognize the tension between automation and customer engagement. Brand apps that facilitate checkout and loyalty points remain popular, particularly among Millennials (35 per cent) and Gen Z (33 per cent). Without careful design, AI purchasing could disrupt these mechanisms, affecting repeat purchases, upselling opportunities, and brand equity.
Retailers balance growth with safety
Despite these concerns, 60 per cent of U.S. retailers plan to expand AI investments in the next year to improve customer experience. Eighty-eight per cent are open to enabling AI to shop on behalf of consumers, with 56 per cent viewing it as a top strategic priority and 37 per cent planning to invest in the technology within 12 months.
However, many retailers are prioritizing safety over speed. Among factors guiding adoption, 38 per cent cited seamless system integration, 37 per cent highlighted data security, and 31 per cent of those resisting AI adoption cited fear of incorrect or unpredictable purchases leading to financial loss or mistakes.
“While over half of US retailers are prioritizing this technology, many of those who are holding back fear losing that personal connection with the customer,” said Carlo Bruno, vice-president of product at Adyen.
“The way forward is to make sure AI is a powerful additive channel that offers shoppers a new way to transact, while ensuring the retailer remains in control of the customer relationship and data. The biggest hurdle isn’t the technology, it’s the relationship.”
Adyen, which provides global payment and financial technology solutions, said its research was conducted by Censuswide among 2,000 U.S. consumers and 500 retail merchants in late November and early December 2025.
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