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Why 63% of U.S. Shoppers Would Let AI Pick Brands
Our new study shows how fast shopping habits are changing. Payments company Spreedly released findings on 30 September 2026 from a Talker Research survey of 2,000 U.S. adults. It found that 63% would or might let an AI shopping assistant choose brands for them if it consistently saved them 20%. The same shoppers were firm on one point: they want to keep control of their money.
The result is useful on its own, and it also shows how the field works. Digital consumer behaviour research tells businesses what people want and also where they draw their lines. That is the work the market research tools industry exists to do, and it is growing quickly.
What 2,000 Shoppers Told Spreedly About AI Buying
The survey was run online between 3 and 8 September 2026. Its central finding is that many shoppers are now willing to hand brand choice to an AI agent when the value is clear.
Younger shoppers lead the way. According to the release, 34% of Gen Z and 30% of Millennials would give up brand loyalty if an AI assistant consistently found the best products at the lowest prices. Among parents of children under five, 60% would let AI choose brands for a steady 20% saving.
Product research is changing too. Across all respondents, Google Search remains the most trusted research source at 25%, followed by friends and family at 22%. Among Gen Z, however, 31% named ChatGPT as their most trusted source, compared with 12% for Google Search.
Shoppers are still careful about payments. Nearly two-thirds (64%) would not let AI spend without their approval, and 58% would not give an AI assistant direct access to payment details. Spreedly CEO Justin Benson summed up the pattern by saying shoppers still expect control when money moves.
Why the Market Research Tools Market Is Racing Toward $1.7 Trillion
First, what is digital consumer behaviour?
Digital consumer behaviour is the study of how people discover, compare, buy and talk about products through digital channels. These channels include search engines, social media, marketplaces, apps, reviews and, more and more, AI assistants.
Researchers usually look at it through two kinds of data:
- Stated data records what people say they think or will do. Surveys, polls and interviews produce it. The Spreedly study is a good example.
- Observed data records what people actually do. Clicks, searches, cart drop-offs, purchase records and social conversations produce it.
The best insight comes from combining the two. A survey can show that shoppers say they want approval before AI pays. Checkout data can then show whether they behave that way once agents go live. Where the two kinds of data disagree, the gap usually points to an opportunity for the business.
Why this needs better tools
Our Market Research Tools report shows how much demand there is for this kind of insight. The global market grew from $53.5 billion in 2021 to $171.1 billion in 2025, the report's base year. It is estimated at $228.7 billion in 2026 and projected to reach $1,749.4 billion by 2033, a CAGR of 33.7%.
The report's segments line up with the two kinds of data described above:
- Surveys & Polls Tools capture stated behaviour, as the Spreedly study did.
- Analytics & Reporting Tools turn observed behaviour into dashboards and forecasts.
- Data Management Tools bring both data streams together into a single view of the customer.
The report names the growing demand for data-driven decision-making as the main growth driver. It also points to AI and big data analytics, which let companies analyse huge, unstructured datasets from social media and connected devices. AI shopping agents add a new layer of behaviour that brands will want to measure.
What the Research Says
Cognitive Market Research and Consulting - Market Research Tools report notes that the field is moving from static, periodic reports to real-time dashboards and predictive analytics that forecast consumer behaviour. It also highlights growing use of tools that track the whole customer journey, from first awareness to post-purchase feedback.
Who Gains When Businesses Read Digital Behaviour Well
Brands. If shoppers are willing to let AI agents choose, brands need to know which criteria those agents weigh, such as price, value, reviews and availability. Research that tracks these criteria helps a brand stay on an agent's shortlist.
Retailers and platforms. The survey shows what shoppers expect before they let AI handle checkout: approval steps, spending limits and secure payments. Retailers that design around these expectations can earn trust sooner.
Research tool makers and agencies. New behaviours need new ways to measure them. That opens room for tools that track AI-assisted discovery, measure trust and blend survey responses with behavioural data.
Shoppers. When businesses understand behaviour well, buyers get clearer value comparisons, better deals and experiences that leave them in control.
From Clicks to AI Agents: Two Shifts Shaping Consumer Research
The Spreedly survey fits into two longer trends that our report identifies.
1. Research is becoming faster and more self-service. The report highlights the rise of easy-to-use, DIY platforms. These let marketing, product and strategy teams run research themselves, which speeds up the path from question to answer. A brand that wants to know how its customers feel about AI checkout no longer has to wait months to find out.
2. Asia Pacific, and India in particular, is setting the pace. According to the report's regional table, Asia Pacific is the largest and fastest-growing region, with a 34.4% CAGR. India grows fastest of all at 36.6%, with its market projected to rise from $10.31 billion in 2025 to $125.22 billion by 2033. The report links this growth to the world's largest base of mobile-first internet users and to fast-growing social commerce.
For Indian brands, this means the tools for studying digital shoppers are expanding as quickly as the shoppers themselves.
What to Watch Next in Digital Consumer Research
- The 2026 holiday season. This will be one of the first big tests of how much shoppers let AI agents do. Comparing what shoppers said in September with what they do in December will be a valuable stated-versus-observed check.
- Trust signals. The survey found that no single company dominates trust as an AI shopping provider. Researchers should track how that changes, because trust will shape which agents shoppers adopt.
- India's e-commerce transparency rules. India's updated Consumer Protection (E-Commerce) Rules, notified in September 2026, take effect on 1 January 2027. They focus on transparency in how platforms present choices to buyers. This is a good moment for brands to study how Indian shoppers respond to clearer online information.
Turning Shopper Signals Into Strategy
The Spreedly survey shows that shoppers are open to letting AI help them choose, as long as they keep control of their money. Understanding nuance like this is the purpose of digital consumer behaviour research.
For manufacturers and brands, the next step is to measure how AI-assisted shoppers discover and judge products. For buyers and platform teams, it is to design experiences that earn trust.
Request a free sample of Cognitive Market Research and Consulting's Market Research Tools report, or book an analyst consultation to explore custom consumer surveys for your market.