Consumers prefer AI shopping with strong security, transparency, and control, especially for low-risk purchases.

New research by Synchrony and Oxford Economics reveals that consumers are more willing to let AI handle shopping tasks when they have clear protections like fraud prevention, data security, and transparency. Most consumers trust AI for low-risk activities such as searching, comparing prices, and applying discounts, but are hesitant to allow AI to make high-value purchases without strong safeguards. The study highlights that building consumer trust through control, transparency, and protection will be key for businesses to expand AI commerce adoption. Synchrony is actively helping partners develop trusted AI shopping experiences by focusing on these principles and advancing industry standards.

Synchrony Financial (SYF) trades at USD 71.78 with a slight 0.08% increase as of Sep 30, 2026 18:11 WIB on Pluang. The company’s market cap stands at $23.34 billion, reflecting its significant presence in the financial sector. This context highlights the relevance of Synchrony’s research on AI shopping trust as it continues to engage investors with steady performance.