AI Takes the First Step in Shopping While Consumers Keep the Buy Button

Recent research reveals that consumers who utilize artificial intelligence (AI) for product discovery make significantly larger purchases than those who rely solely on traditional methods. PYMNTS Intelligence reports that AI-assisted shoppers spent an average of $1,430 over three months, compared to $931 among AI researchers who made purchases.

Unplanned purchases averaged $1,564. These findings suggest that merchants should consider the impact of AI on consumer choices, as it influences not only the products selected but also the brands and prices preferred.

AI is changing consumer behavior in several ways. Forty-three percent found better prices, 27% changed brands, and 26% purchased different products after using AI. These shifts present retailers with an opportunity for customer acquisition, as AI can introduce consumers to retailers and brands they hadn't considered before. Currently, 49.6 million U.S. adults begin retail product research with AI, with 39 million relying less on traditional search channels.

To succeed in this AI-driven environment, merchants must address factors beyond price, including product specifications, availability, shipping, warranties, and return policies.

While consumers are comfortable with AI research, they remain hesitant about AI handling payments. PYMNTS Intelligence reports that only 37% would allow AI to authorize payments and 35% would grant access to saved payment methods. However, among those using dedicated AI platforms, 58% prefer checkout within the AI environment. Trust remains the primary barrier to autonomous payments, with Visa CEO Ryan McInerney noting that three-quarters of consumers do not trust AI to make payments autonomously.

Nonetheless, 61% would trust an AI agent to make payments if Visa were involved, with this figure reaching over 70% among frequent users of large language models.

Despite consumers' reservations about AI payments, merchants are investing in AI for product search and comparison, while limiting the functions they are willing to delegate to agents. Mastercard's Agent Connect service is an example of this trend, allowing merchants to control how their products and services are represented in AI-driven transactions. As AI continues to reshape the shopping experience, merchants must strike a balance between leveraging AI's potential and ensuring consumer trust in the payment process.