New research from SAP Engagement Cloud highlights Gen Z as the primary drivers of AI-powered shopping adoption, yet 45% of these consumers have switched brands because of its use of AI. The findings, drawn from SAP’s 2026 Customer Loyalty Index, reveal a complex relationship between younger shoppers and artificial intelligence in retail, showing both enthusiasm and caution. While 34% have purchased products recommended by an AI assistant, this reflects a growing trend in consumer reliance on AI for purchasing decisions.
32% of U.S. consumers regularly using AI assistants for shopping choices. Globally, 47% of Gen Z have purchased products based on AI recommendations, while 44% trust AI to make purchases independently, reflecting a willingness to delegate routine transactions to intelligent systems. Gen Z consumers expect accountability from brands using the technology. Key requirements include access to human support (a 39% priority), data-privacy assurances (36%), and transparency in AI decision-making (30%). Alarmingly, 22% would cease loyalty to brands with undisclosed AI use.
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The research reveals that 16% of global Gen Z feel more loyal to brands using AI to enhance shopping, while 26% value personalized marketing via the technology. This latter group shows AI’s potential to deepen customer relationships when executed thoughtfully. However, loyalty depends on responsible implementation. Brands failing to meet transparency and human-support expectations risk losing customers just as quickly as they gain them.
