How GenAI is reshaping how consumers shop

Generative AI is quickly becoming a common shopping tool for consumers, influencing how they compare products, search for deals and make purchase decisions, new survey findings show.

The survey from Synchrony’s In Sync with Consumers survey found that more than half of consumers, 56 per cent, used generative AI during the 2025 holiday shopping season. Among those users, roughly one‑third relied on AI tools to compare products, while 29 per cent used them to hunt for the best price. The findings suggest AI is moving beyond novelty and becoming a practical aid in everyday purchasing.

Price sensitivity remains high across income levels. Three‑quarters of consumers surveyed said they are taking more time to find the best price before making a purchase, reinforcing the role generative AI could play in helping shoppers evaluate options more efficiently.

“AI is becoming the newest shopping advisor, helping consumers make decisions with more confidence and less friction,” said Carol Juel, executive vice‑president and chief technology and operating officer at Synchrony. “What we’re seeing is growing adoption that goes well beyond curiosity. As this accelerates, the winning experiences will be the ones that feel human, trusted, and seamlessly connected to loyalty, financing, and rewards.”

The survey also revealed generational differences in comfort with AI‑driven recommendations. Nearly half of Gen Z respondents said they are comfortable taking product recommendations from an AI tool, and 44 per cent are comfortable receiving financing options from AI. More than four in 10 Gen Z consumers expect to use an AI agent to complete shopping tasks on their behalf in the future.

Older consumers showed more hesitation. About one‑quarter of baby boomers said they are comfortable with AI product recommendations, but fewer than 20 per cent are comfortable receiving financing advice from AI or allowing an AI agent to shop on their behalf.

Synchrony said the results highlight the growing importance of AI‑integrated systems as consumer expectations evolve toward what it describes as “agentic commerce,” where AI tools play a more active role in guiding and completing transactions. The company said retailers and financial services providers will need to adapt to varying levels of trust and comfort across generations as AI‑assisted shopping becomes more widespread.

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