More than half of Americans now use AI to help with holiday shopping

More than half of US adults, 54%, have now used AI for at least one shopping task, according to a new Visa survey. That is up from 47% a year earlier. Many keep it quiet, too: 41% say they would not tell someone that AI helped choose their gift.

What people use AI for

Shoppers are most comfortable handing AI the practical jobs. Here is how the top tasks ranked among those surveyed.

• Comparing prices: 61%
• Checking whether an item is available: 59%
• Finding discounts: 57%
• Suggesting gift ideas: 54%

Among Gen Z, more than eight in ten are open to AI help. Across all adults, nearly a quarter say they feel more comfortable using AI for shopping than they did a year ago.

Money pressure is part of the story

Some 84% of consumers have taken at least one step to manage higher everyday costs. The most common were looking for discounts (47%), cutting discretionary spending (35%), and switching to cheaper brands (33%). Visa economist Michael Brown said shoppers are hunting for deals, experimenting with AI, and changing how they shop in response to fraud concerns.

Fraud is changing habits

Nearly three in ten shoppers said they were targeted by fraud during the last holiday season. Among Gen Z, the figure was 39%. Three-quarters of Americans say they have changed how they shop. The most common changes:

• Turning on two-factor login: 34%
• Changing passwords more often: 34%
• Not saving payment details: 25%
• Switching from debit to credit cards: 24%
• Using digital wallets: 21%

Two-factor login means a second step, such as a code sent to your phone, when you sign in to an account.

Other findings

Three in ten Americans expect to buy at least one gift from an overseas seller. Travel (60%) and live-event tickets (55%) top the list of gifts people most want to give or receive. Still, 27% are prioritizing physical items in their spending, compared with 15% for experiences. Stablecoins, a type of digital money, were seen as beneficial by 56% of respondents and 77% of Gen Z.

What to keep in mind

The survey was run online by Morning Consult for Visa from September 26 to October 2, 2026. It polled 1,016 US adults and has a margin of error of plus or minus three percentage points. For shoppers, the practical lesson is simple: AI can help with prices and stock, but turn on two-factor login and think twice before saving card details.