consumer behavior
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February 13, 2026
Usage of AI assistants among US shoppers has more than doubled year-over-year, increasing from 12% to 35% in 2024, and more than half of shoppers are willing to have their entire shopping process handled by AI.
These are the key findings from Ayden’s 2026 Retail Report.
According to a press release, this data reveals a tipping point in shopper behavior, where AI moves from the role of an assistant to an autonomous buyer.
The report also found that the majority of retailers (88%) are open to allowing AI to complete purchases on behalf of shoppers, with 56% prioritizing this technology over the next year.
Millennials are particularly prepared, with more than half (59%) willing to allow AI to make purchases on their behalf. This enthusiasm is reflected across multiple generations, including Gen Z (48%), Gen X (55%), and more than a quarter of baby boomers (26%).
“We’re moving beyond just the ‘browse’ stage and into the ‘buy’ stage,” Trevor Needs, SVP, global head of digital at Adyen, said in a release. “More than half of shoppers are ready for AI to go beyond just suggesting products to actually completing purchases. This change will fundamentally reshape how commerce operates and impact retailers’ end-to-end business strategies, from customer acquisition to loyalty and retention. To support this transformation at scale, the underlying infrastructure, including payments, will also need to evolve accordingly.”
