A Visa survey finds 54% of US adults have used AI for shopping, but only 23% would let it complete a payment. Here is what that means this holiday season.
More Americans are using AI to help with holiday shopping, but most still do not want it handling the payment. Visa's Holiday Spending Shift Survey found that 54% of US adults have used AI for shopping tasks, up from 47% in 2025. Only 23% are comfortable letting AI complete a payment for them.
Shoppers mostly use AI to research, not to buy. The most common jobs are:
Younger shoppers lead the way. Over 80% of Gen Z is open to using AI for shopping help. The survey also found that 41% of Americans are willing to keep their use of AI for gift-giving a secret.
Comfort with AI for research has not turned into comfort with AI spending money. Visa's Trust Index shows that trust in AI-powered transactions rises when people know the brand. In the survey, 61% of consumers trust Visa to secure such transactions, and that figure is higher among younger people.
Fraud is part of the picture. Nearly 30% of respondents said they were targeted by scams last holiday season, especially Gen Z shoppers. Michael Brown, Visa's US economist, said consumers are looking for deals, trying tools like AI, and changing how they shop because of fraud concerns.
Money is tight. Some 84% of consumers said they are taking steps to manage higher costs. On gifts, travel (60%) and live-event tickets (55%) rank high on wish lists, yet 27% prioritize physical items over experiences when they spend.
The FIFA World Cup 2026 has raised interest in sports-related gifts, especially among young consumers and higher-income households. Three in ten Americans also expect to shop internationally for gifts, with Gen Z leading and looking for unique, quality products.
Online sellers should expect shoppers to check their price and stock with AI before they ever reach the checkout page. That makes competitive pricing and accurate inventory more important. Trust matters at the final step. Safe payment practices, digital wallets and a recognizable brand can help close the gap between researching and buying.
The material does not say how many people were surveyed or how the survey was run. It also does not say whether the 23% comfortable with AI payments will grow.
Shoppers now use AI to check your price and stock, but most will still make the payment themselves, so trust at checkout matters.
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