Shoppers cautious about AI broadly, but trust specific functions

New research from Sinch AB (publ) presents a nuanced picture of shopper attitudes toward AI ahead of Black Friday and the holiday season. While broader concerns remain, consumer confidence is high when AI is utilized for specific, practical tasks.

Despite general reservations, only 43% of 2,501 consumers across eight markets believe AI will make their holiday shopping easier this year, down from 48% in 2025. Privacy remains shoppers’ top reservation regarding AI for the second consecutive year, cited by 43%, with just 7% reporting no concerns.

This caution, however, does not extend to situations where AI has a defined role. When consumers were asked to evaluate AI's use in various scenarios, trust levels increased significantly. Applications such as customer service and product recommendations demonstrated higher levels of confidence.

The research underscores that AI's success in consumer-facing applications depends on its ability to demonstrate tangible value and address shopper anxieties, particularly concerning data privacy. As the holiday shopping season approaches, companies must balance the opportunities AI presents with consumer apprehension.