Consumers increasingly tap agentic AI to shop, but brand trust remains strongest in physical stores. Quad/Graphics, a marketing experience company that solves complex marketing challenges for its clients, and The Harris Poll today announced the results of a new national survey revealing widespread consumer distrust for sponsored results in agentic AI shopping platforms.

The new rules of retail trust in the age of AI survey, a continuation of the 2025 “Return of Touch” report, indicates that price-conscious consumers are using AI for convenience and to reduce uncertainty in a rapidly changing shopping landscape but still have concerns about trust and data transparency. According to the research, shoppers continue to have high confidence in in-store experiences, especially regarding item quality and pricing.

“Consumers are scrutinizing value more closely and questioning who, or what, is shaping their purchase decisions,” said Heidi Waldusky, Quad’s Vice President of Brand and Integrated Marketing. “AI offers real promise for efficiency and personalized service to make life easier, but any hint that AI shopping is quietly steering users toward paid influence could confirm a fear that the system isn’t on our side.”

Shoppers want help, not hype

In today’s complex shopping landscape, consumers are drawn to AI shopping agents for practical reasons, expressing strong interest in capabilities that promote convenience, simplify decision-making and reduce uncertainty.

• 74% of Americans are now aware of agentic AI shopping technology.
• 51% of consumers (62% of Gen Z and Millennials) say they would rather use AI-powered shopping tools to reduce the risk of making a bad purchase.
• Two in three shoppers use AI for spotting pricing inconsistencies , while three in five say AI helps them stay on budget and helps narrow choices faster.