PR Newswire·Apr 13, 2026, 9:00 AM ET

75% of Americans say they would lose trust in AI shopping if results were sponsored

QUAD

Quad/Graphics and The Harris Poll released a survey revealing widespread consumer distrust regarding sponsored results in agentic AI shopping platforms.
75% of Americans state they would trust AI shopping less if results were sponsored, while an equal percentage would trust brands less if those brands paid to influence AI agents.
74% of Americans are now aware of agentic AI shopping technology, with 51% of consumers preferring these tools to reduce purchase risks.
Two in three shoppers use AI to spot pricing inconsistencies, and three in five use it to stay on budget and narrow choices faster.
73% of Americans report that algorithm-driven pricing makes it difficult to verify if they are receiving the best deal.
54% of Americans find allowing AI access to their shopping history unappealing, and 73% feel uneasy about how personal data is utilized.
Only 39% of Americans trust AI agents to make everyday purchases, and only 34% are comfortable with AI-driven purchasing for larger items.
Physical stores remain a primary trust asset, with 81% of consumers believing a great in-store experience increases confidence in trying new products online.
81% agree that brands can more easily misrepresent product quality online than in physical stores.
71% of respondents note that personalized online pricing drives them to shop in-store where prices are consistent for everyone.
Gen Z (52%) and Millennials (55%) are more likely to use AI tools for real-time help in stores compared to the overall average of 39%.
60% of Millennials, 54% of Gen Z, and 45% of all Americans expressed more faith in AI-powered tools than in-store associates for unbiased recommendations.
The survey titled "The New Rules of Retail Trust in the Age of AI" was conducted online between February 5-7, 2026, among 2,180 American adults.