AI has become a major focus for businesses looking to transform how consumers discover and purchase products. However, according to VML’s 10th annual Future Shopper report, consumer behavior presents a more pragmatic picture, pointing to a growing disconnect between industry ambitions around AI and how shoppers are actually using the technology.
The global study finds that while AI adoption has surged, shoppers continue to base purchasing decisions on familiar fundamentals: value, product availability, trust, and frictionless customer experiences.
Faced with economic pressures, consumers are focused on embracing AI as a tool but are far from allowing it to replace human judgment, said VML.
Highlights from the report
- 82% of consumers have used AI. Yet AI adoption remains concentrated around everyday tasks rather than autonomous purchasing.
- 58% cross-check AI-generated product recommendations before purchasing.
- 49% say AI-generated product imagery reduces trust in a brand; 48% skip content they believe was created using AI.
- 53% worry AI shopping tools are commercially influenced; 55% say sponsored search results make it harder to find the best products.
- 33% would not allow AI to make purchases on their behalf.
“The race for APAC brands isn’t about driving AI adoption anymore. While global shoppers show caution, APAC consumers are now going into autonomous commerce,” said Nick Pan, Chief Strategy Officer, VML APAC.
“In digital advanced markets like China and India, the appetite for AI-driven shopping is incredibly high, so the challenge is on building the trusted, frictionless infrastructure to support new evolving shopper behaviours.”
VML provided the following summary of findings from the report
Economic pressure is reshaping what matters
Nearly 6 in 10 consumers report greater financial anxiety than ever before, leading many to cut discretionary spending and reduced emphasis on sustainability.
Shoppers are prioritizing more carefully, but protecting “sacred luxuries” like clothing, coffee, and beauty.
Search remains essential — even as confidence in digital discovery is eroding
Search engines have reclaimed their position as consumers’ top source for product inspiration and search, even as shoppers grow more skeptical of the platforms.
44% say search quality has declined over the past year, 55% believe sponsored results make it harder to find the best products, and 47% feel their favorite online platforms have become worse over time.
The race for APAC brands isn’t about driving AI adoption anymore. While global shoppers show caution, APAC consumers are now going into autonomous commerce.
Consumers are redefining the value of personal data
Four in 10 consumers say they would exchange deeply personal information — including real-time location, shopping habits, and health metrics — for monthly income, signaling a sea change in attitudes toward privacy, data, and value exchange.
Flawless customer experience has become a brand differentiator
Online and offline shopping have reached near parity, with 51% of consumer spending now taking place online. Regardless of channel, shoppers rank price, product availability, and frictionless experiences above all else.
Nearly half (48%) say they won’t shop with brands that fail to meet their basic digital expectations, while 41% regularly abandon purchases because of frustrating online shopping experiences.
Influence is at an inflection point
Family and friends remain consumers’ most trusted source of purchasing advice, while traditional creators are losing influence (falling year over year from 15% to 13% influence force) and AI tools emerge as a new, albeit scrutinized, source of recommendations.
“A decade of Future Shopper research tells us that commerce never stands still, but the foundations of great brands remain remarkably consistent,” said Neil Dawson, global chief strategy officer of VML..
“Today’s consumers are more informed, more demanding, and more discerning than ever. The winners of the next era of commerce won’t simply be the brands with the best technology and data — they’ll be the ones that earn and sustain consumer confidence.
You can download the Future Shopper 2026 report here.
