How Your Customers Use AI to Shop (2026 Trends) — Klaviyo - Klaviyo
2026-03-10 20:43 Diff
https://www.klaviyo.com/marketing-resources/ai-consumer-trends

2026 AI Consumer trends

What do consumers really
think about AI in 2026?

The data’s in—and shoppers are divided. Explore emerging AI trends and discover how 4 new consumer personas are reshaping expectations for modern brands.

Ready to put these insights to work?

One-size-fits-all experiences
are falling flat

Over the past year, many consumers have taken AI into their own hands. But while they’re using LLMs to shop, research, and make decisions, they’re also forming more nuanced opinions about how this technology fits into their lives—and they’re not all on the same page. Now, brands face a challenge: when everyone has a different “AI comfort zone,” which tactics deliver the right experience?

We say: let the data lead the way. To make sense of evolving behavior, we surveyed 8,000+ global consumers about their AI usage, trust levels, and brand perceptions. Find out what it all means for your business by exploring the AI engagement map and diving into our latest insights.

Explore the AI engagement map

60% of global consumers use AI at least weekly. But how much do they actually trust it? Explore the way habits and attitudes differ across a fractured consumer base.

“The AI era isn’t about using AI everywhere. It’s about using it in ways consumers actually value. When shoppers feel understood, respected, and in control, AI becomes a better experience, not a bigger risk.”
Jamie Domenici

CMO, Klaviyo

Meet 4 new consumer personas
for the AI era

Each represents a different mindset—and a clue to adapting your AI strategy.

The AI Enthusiast

“AI makes life so much easier. I use it regularly and rarely second-guess it.”

The AI Evaluator

“AI has potential, but I mostly use it for a few specific things.”

The AI Skeptic

“AI can be helpful, but it’s just a starting point. I usually double-check the results.”

The AI Holdout

“I don’t trust AI. It’s overhyped, and I avoid using it.”

AI Consumer personas

Which personas should your brand prioritize?

Learn more about the habits and mindsets of today’s shoppers.

More than half of the consumers we surveyed align with the AI Evaluator or AI Enthusiast persona. While shopping habits naturally vary by audience, one thing is clear: consumer AI adoption is now mainstream.

The AI trust gap is real

When customers aren’t sure about AI, brands must focus on building confidence.

Only 13% of consumers completely trust AI

Many shoppers say they’re neutral or only “somewhat trust” AI, meaning that their research still goes beyond AI responses and outcomes. But as consumer relationships rely more heavily on AI and autonomous agents, brands must find ways to overcome that uncertainty. Where can your brand build more trust?

Start with what’s working. Some audiences already place more trust in AI. Lean on these early adopters to learn more about what resonates and where you can improve your customer experience.

Remember: accuracy is the antidote to distrust. AI tools that ground responses in precise real-time first-party data can help satisfy more skeptical shoppers, including those who want evidence-backed answers.

Younger generations are more trusting

Millennial and Gen Z consumers are over 75% more likely than baby boomers to completely trust AI.

Men trust AI more than women

Men are 60% more likely than women to “completely trust” AI. And while 63% of AI Enthusiasts are men, 61% of AI Skeptics are women.

European consumers lead the way

European consumers are 33% more likely than US consumers and 3x more likely than Australian consumers to “completely trust” AI.

Discover data-backed AI tactics for 2026

Our AI Consumer Personas Playbook breaks down the moves that resonate with emerging mindsets.

AI is the new shopping assistant

Revenue is on the line. Even if they don’t fully trust it, consumers are asking AI where to shop and what to buy.

“The AI era isn’t about using AI everywhere. It’s about using it in ways consumers actually value. When shoppers feel understood, respected, and in control, AI becomes a better experience, not a bigger risk.”
Jamie Domenici

CMO, Klaviyo

AI slop hurts brand perception

When AI feels too obvious, impersonal, or poorly executed, it erodes trust.

As consumers grow more AI-savvy, they’re becoming more sensitive to low-quality AI content—also known as AI slop. It shows up as poorly generated AI images with errors or elements that aren’t quite right, and written content that’s overly robotic, formal, or generic.

Nearly 1 in 5 consumers told us that they see low-quality or generic AI content from brands weekly. For some, it leaves a meaningful impression: 32% say it makes them trust brands less. Recent backlash to AI ads from McDonald’s and Coca-Cola suggests that some consumers are especially sensitive to certain AI experiences.

Ultimately, some consumers are more open to brands using AI than others, assuming that AI helps improve their experience. But when it’s too obvious or poorly executed, AI can erode trust.

Gen Z has higher chat standards

Gen Z is 10% more likely than the general population to say customer service chats feel too automated.

Men notice recommendation quality

Men are 26% more likely than women to feel that some product recommendations are too generic.

Some retargeting misses the mark

US consumers are 40% more likely than European consumers to say that post-purchase retargeting ads feel too automated.

Brands must adapt to keep customers satisfied

The right strategy looks different for every brand. It starts by understanding your customer base.

Now’s the time to take action

Shopping habits are changing fast. Consumers are already getting personal, and even emotional, with AI search engines. What does the future of marketing and customer service hold? We’re picturing full-blown, ongoing relationships with the AI agents at our favorite brands—and that day isn’t far away.

The moves you make now will determine how your business fares in this new era. More than 1 in 5 consumers tell us that they now start with LLMs when they want to make decisions, learn new things, solve problems, plan activities, and more. AI is becoming a go-to source for information that makes life easier—even when making highly personal decisions, like career changes and financial planning.

Ultimately, AI is starting to gain ground over traditional search engines and social media as the go-to place for information. But only when it’s accurate, relevant, and fast.

Go behind the scenes with brands getting it right

Folk Clothing resolved over 50% of support queries with AI in a 90-day period

Harney & Sons reduced average ticket resolution time by 20% with AI

Ministry of Supply resolved 84% of product recommendation chat queries in 90 days

Grow your business with data-backed tactics for 4 new consumer personas

Sharpen your AI strategy and identify which personas your business should prioritize with our new AI Consumer Personas Playbook.

Methodology

In December 2025, Klaviyo surveyed 8,000 global consumers, age 18 and up, from the US, the UK, France, Germany, Spain, Italy, Australia, and Singapore. Insights were compiled in collaboration with Datalily.