Why more consumers prefer AI-enhanced shopping - and still expect the human touch

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ZDNET's key takeaways

• 73% of consumers have used AI chatbots to search for products and services. 
• Nearly as many (71%) are worried about how generative AI uses their information.
• Only 57% of consumers are satisfied with their chatbot experience. 

The consumer landscape of 2026 is defined by a shift in perceived value, moving beyond simple "value for money" to prioritizing "value through intelligence." Today, consumers favor brands that leverage artificial intelligence (AI) to deliver transparency, confidence, and highly personalized assistance. Crucially, they also continue to demand that complex needs be managed with a critical human touch, according to Capgemini's research "What matters to consumers in 2026."

The way consumers make decisions is being fundamentally changed by AI-powered shopping experiences, a greater demand for fairness and transparency, and the importance of human connection at crucial stages. In this new landscape of empowered consumers, AI's increasing role in daily choices is causing shoppers to redefine what they accept, value, and are willing to pay for. Expectations have become more demanding, tolerance for shortcomings has decreased, and the concept of value now encompasses more than just price.

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Capgemini's research investigates how the interplay of AI, trust, and emotion is reshaping consumers' perception of what deserves their time, money, and focus.

AI is delivering value through intelligence

By 2026, AI will transition from a passive, backend utility to an active participant in daily consumer decision-making. This shift is characterized by three main trends in commerce.

• AI agent-driven commerce: Consumers are delegating shopping tasks to AI assistants. These agents are sophisticated enough to anticipate needs, such as proactively suggesting a suitable outfit for a scheduled calendar event.
• Predictive confidence and trust: AI-backed suggestions reduce the psychological barrier to trying new products. Consumers are more willing to experiment because they trust the system's data-driven insights will lead to successful purchases, mitigating the risk of a poor choice.

• Brand visibility using generative engine optimization: Since AI assistants curate product shortlists for shoppers, brands are now focused on making their information highly "AI-readable." This strategic shift is essential for ensuring a brand remains visible to the digital agents acting on behalf of consumers.

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Hyper-personalization and anticipatory service

The benchmark for customer experience (CX) has shifted from a reactive approach to an anticipatory, proactive approach. Key advancements in this area include:

• Anticipatory AI: Predictive intent engines use AI to foresee customer needs before they are explicitly stated. A practical example is an AI suggesting new running shoes after a linked fitness app registers 500 miles.
• Stress reduction in shopping: AI-driven technology significantly improves the shopping journey; approximately 65% of consumers report that this technology has reduced the stress associated with shopping by efficiently filtering through an otherwise overwhelming number of choices.

• Dynamic customization: Digital interfaces, such as websites and mobile apps, now dynamically adjust their presentation and organization based on an individual's real-time context, incorporating factors like their location, browsing history, and even current weather conditions.

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The premium on human interaction in the age of AI

The widespread adoption of AI has elevated human interaction from a basic expectation to a key driver of customer loyalty.

• Humanity at the center of service: Successful brands in 2026 are adopting a hybrid service model that strategically combines AI efficiency with human empathy. This ensures a smooth escalation from automated support to a human agent when a customer's needs become complex or their sentiment changes.
• A preference for the human touch: Consumers now highly value the human touch for specific interactions. For example, 74% of consumers prefer in-person assistance for in-store service, and 66% demand it for navigating difficult purchase decisions.
• The critical role of human judgment: While AI can manage approximately 70% of routine service tasks, human agents remain vital for complex problem-solving, where nuanced judgment and empathy are required. Brands that over-rely on AI for all support risk eroding customer trust.

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Salesforce research corroborates Capgemini's findings, analyzing aggregated data from over 1.5 billion global shoppers across more than 89 countries, powered by the Salesforce CRM platform and its AI agent services. The 2025 holiday shopping period (November 1 -  December 31) marked a significant milestone, with record-breaking global online sales reaching $1.29 trillion and US sales hitting $294 billion. This growth was notably influenced by AI and agents, which impacted $262 billion of the total 2025 holiday spend globally.  

Key AI-powered trends

• Rise of third-party AI search: 2025 signaled a new era for AI-powered search, as the share of global and US traffic from third-party channels like ChatGPT, Gemini, and Perplexity doubled year-over-year. Although still emerging, these channels deliver extremely high-intent shoppers, converting nine times more often than social media referrals.
• Impact of branded AI agents: Companies that implemented their own branded AI agents experienced significantly higher growth, averaging a 6.2% year-over-year sales increase compared to 3.9% for others -- a 59% higher growth rate. These agents also enhanced team efficiency.
• Customer embrace of AI service: Shoppers dramatically increased their use of retailer AI and agents for customer service, seeing a 126% surge during the holiday rush compared to the two preceding months.
• AI agents as critical service support: As the season peaked, AI agents became essential for always-on customer service. December saw a 66% increase in agentic AI-powered service conversations compared to November. Interactions during the Christmas and Boxing Day week also grew 12% year-over-year.
• AI handling complex tasks: Beyond simple Q&A, these agents took direct action for customers, handling 142% more tasks -- such as updating delivery addresses and initiating returns -- than in the prior two months, relieving human representatives of manual, resource-intensive duties.

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15 key takeaways from the Capgemini report

1. 71% of consumers would switch brands if pack sizes or product quality were reduced without clear communication.
2. 74% of consumers will switch brands if competitors offer lower regular prices; 65% will switch brands if a competing brand offers a better/higher value loyalty program in terms of benefits.
3. Trust in channels matters. Two in three consumers believe e-commerce offers fair prices, with thrift and discount formats close behind.
4. Concerns about transparency continue, with 71% worried about how generative AI uses their information. Two-thirds of consumers expect brands to disclose AI-generated advertising.
5. Social commerce is growing quickly, and 35% have already purchased through platforms like Instagram or YouTube.
6. 53% of consumers want generative AI to provide hyper-personalized content, and 65% feel technology has reduced stress in their shopping routines.
7. More than seven in 10 consumers value in-person assistance when dealing with complex purchases or resolving service issues. Preference for human assistance has risen sharply, with 74% valuing support during in-store customer service and 66% during the purchase stage, up from 54% and 40% last year.
8. Adoption of AI tools is high, with almost three-quarters (73%) of consumers having used chatbots for queries at least once.
9. Consumers are not satisfied with chatbots. While adoption of chatbots is increasing, execution does not appear to keep pace, with only 57% satisfied with the experience. While chatbots offer instant responses, convenience, and speed, their limited problem-solving ability, lack of personalization and empathy, poor contextual understanding, and difficulty in escalating to human support often lead to disappointment. AI agents are better able to handle more complex engagements. 
10. Use of AI shopper agents is rising. Almost half of consumers (52%) use virtual assistants that automate re-ordering or meal planning at least once a week. Among these, less than half (46%) are satisfied with the experience, but the maturity curve of these technologies suggests this will quickly rise. 
    
11. Monetizing consumer-facing AI solutions is in its infancy. While consumers generally welcome chatbots and virtual shopping assistants, willingness to pay for such automation is far lower than adoption rates. Just 11% are open to a one-time payment, and 8% prefer a subscription model, although 22% would consider paying if bundled with discounts or rewards.
12. In the era of AI-powered commerce, establishing consumer trust is paramount. This trust is fundamentally built and maintained through transparency and providing users with control. A significant majority of consumers (76%) express a desire to set boundaries for digital assistants.
13. Empowering users to adjust preferences, accept or reject suggestions, and manage data sharing fosters confidence. This control ensures that AI serves to enhance the shopping experience rather than dictate it, enabling shoppers to customize their interactions based on factors such as dietary restrictions, budgets, or brand loyalties. Furthermore, when users can provide feedback, AI systems can learn and improve, thereby creating a continuous cycle of trust, relevance, and engagement.
14. While consumers desire AI tools for personalized experiences and autonomous action, a majority (71%) are concerned about the lack of clear consent and transparency regarding the collection and use of their personal data.
15. Social commerce remains a force to be reckoned with -- 35% of consumers purchased a product via a social media platform in 2025, as compared to 24% in 2023.

To learn more about consumer buying behavior in 2026, you can view the report here.