Sinch Research Shows Mixed Consumer Trust in Shopping AI

Research from Sinch AB involving 2,501 consumers across eight markets indicates a decline in overall confidence regarding AI's ability to simplify shopping, dropping from 48% in 2025 to 43% ahead of the 2026 holiday season. Despite this general trend, shoppers maintain high trust in AI for specific, practical tasks, with 81% trusting it for order tracking and shipping updates and 74% for pre-purchase inquiries.

Regional attitudes vary sharply, with Brazil reporting the highest confidence at 78% and the United States the lowest at 26%. Privacy remains a significant barrier, cited as the primary concern for 43% of respondents.

Robert Gerstmann of Sinch observed that while AI is accepted for routine jobs, consumers still prefer human intervention for sensitive account changes. He noted that "AI for AI's sake doesn't land with shoppers," but is effective when attached to a specific task the consumer wants completed.