75% of Americans say they would lose trust in AI shopping if results were sponsored
MWN-AI** Summary
A recent survey conducted by Quad/Graphics and The Harris Poll underscores growing skepticism among American consumers regarding the trustworthiness of AI in shopping, particularly when it comes to sponsored results. The findings indicate that a significant 75% of Americans would lose trust in AI shopping if they discovered that recommendations were influenced by advertising dollars. The insights reflect a broader concern about transparency and the potential for manipulation in AI-driven platforms.
Although 74% of Americans are aware of agentic AI shopping technology and 51% express a preference for using AI tools to minimize the risk of poor purchasing decisions, distrust remains high. Only 39% feel comfortable allowing AI agents to make everyday purchases, with even fewer (34%) willing to use AI for more significant purchases. Consumers are acutely aware of the impact of algorithm-driven pricing, with 73% stating it complicates efforts to ascertain the best deals.
Overall, shoppers continue to prioritize in-person retail experiences, associating physical stores with higher quality assurance and pricing transparency. The survey highlights that 81% of Americans report increased confidence in trying new products online after a positive in-store experience. This sentiment is particularly strong among younger generations, with many preferring the authenticity of physical shopping over potentially misleading digital interactions.
As businesses navigate the integration of AI technology in retail, the opportunity lies in fostering consumer trust through transparent and ethical practices. Brands that can effectively leverage their physical presence and enhance customer experiences, alongside AI innovations, may find themselves particularly well-positioned in an evolving shopping landscape. The evolution of consumer expectations underscores the importance of maintaining trust in an increasingly digital marketplace.
MWN-AI** Analysis
The recent survey revealing that 75% of Americans would lose trust in AI shopping if results were sponsored serves as a crucial barometer for brands navigating an increasingly complex retail landscape. This sentiment underscores a significant challenge: the potential erosion of consumer trust if AI platforms prioritize monetization over transparency.
For brands, these findings highlight the need to prioritize authenticity and transparency in their dealings with AI technologies. As consumers embrace agentic AI for its convenience and efficiency, they remain discerning about the underlying motivations driving recommendations. Therefore, brands should focus on building a transparent relationship with their customers, ensuring that any integration of AI means enhancing the shopping experience rather than potentially compromising it.
Marketers should capitalize on the fact that 81% of consumers have greater confidence in physical retail experiences. This trust gap indicates a significant opportunity to bridge the divide between online and offline shopping. Brands should leverage their physical store presence to establish a foundation of trust that can be translated into the digital realm. By enhancing in-store experiences — showcasing product quality and maintaining consistent pricing — brands can foster greater consumer confidence in their online offerings.
Moreover, with younger consumers showing a propensity to use AI tools, brands can incorporate AI in a way that complements their existing strategies. Establishing clear guidelines on how consumer data is utilized and ensuring unbiased recommendations will likely resonate with the growing cohort of informed shoppers.
In conclusion, brands must diligently manage the balance between innovation and consumer trust. By prioritizing transparency and leveraging physical spaces for credibility, businesses can enhance their relationships with customers and position themselves favorably in an increasingly AI-driven market.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
PR Newswire
Consumers increasingly tap agentic AI to shop, but brand trust remains strongest in physical stores
SUSSEX, Wis., April 13, 2026 /PRNewswire/ -- Quad/Graphics, Inc. (NYSE: QUAD), 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.
Trust is at risk amid high consumer caution and skepticism
As AI platforms explore monetization models, consumers signal that incorporating paid ads risks eroding trust in both brands and the AI platforms themselves. In the survey, 75% of respondents say they would trust AI agents less if their recommendations were swayed by brand dollars, and the same percentage would trust brands less if they paid to influence AI agents.
The insight correlates with findings that shoppers are more aware of how technology influences the shopping experience.
- When it comes to digital shopping, 73% of Americans report that algorithm-driven pricing makes it hard to know if they are getting the best deal.
- Most Americans (54%) find allowing AI access to their shopping history unappealing, and 73% feel uneasy about how AI might use personal shopping data.
- Being an informed shopper is more important today than it was 12 months ago for nearly three-quarters (73%) of consumers.
Even as interest in AI shopping catches on, consumer trust in AI purchasing lags. Only 39% of Americans trust AI agents to make everyday purchases on their behalf, and only 34% are comfortable with AI-driven purchasing for larger items.
"The opportunity for brands is to build brand trust through their physical stores and products, while seamlessly and transparently integrating the AI technology in a way that makes those IRL spaces and experiences better for shoppers," Waldusky continued.
Balancing the trust equation: In-store experiences in an AI-enabled world
While AI trust is in a precarious place, the survey shows that physical retail remains a powerful trust asset over which brands have more control. Consumers report a preference for physical stores that allow for in-person product verification, visible price consistency and social connection.
- 81% of Americans say a great in-store experience with a brand makes them more confident trying new products from that brand online.
- 81% agree that it is easier for brands to misrepresent product quality online than it is in-store.
- 71% of respondents note that personalized online pricing (e.g., "surveillance pricing") makes them want to shop in stores, where everyone pays the same price.
- Younger consumers are more likely to actively use AI tools during shopping experiences, with majorities of Gen Z (52%) and Millennials (55%) saying they use AI in store for real-time help (compared to 39% overall).
- A perhaps surprising number of consumers — 60% of Millennials, 54% of Gen Z, and 45% of all Americans — expressed more faith in AI-powered shopping tools than in-store associates to provide unbiased recommendations.
"The real competitive question for physical retail isn't whether a human can out-personalize an algorithm. It's whether a store can create an experience compelling enough to earn the visit," said Libby Rodney, Chief Strategy Officer, The Harris Poll. "We see in our data that nearly half of Gen Z are already willing to use an AI agent to help shop for clothing, so personalization is a baseline expectation. The stores that win will be the ones worth showing up to and smart enough to let AI take it from there."
The "The New Rules of Retail Trust in the Age of AI" report was conducted online within the United States by The Harris Poll between February 5 to 7, 2026, among 2,180 American adults aged 18 and over. This research comprises 370 Gen Z (ages 18-29), 715 Millennials (ages 30-45), 560 Gen X (ages 46-61), and 535 Boomers (ages 62 and older).
Access the press kit here.
About Quad
Quad (NYSE: QUAD) is a marketing experience, or MX, company that helps brands make direct consumer connections, from household to in-store to online. The company does this through its MX Solutions Suite, a comprehensive range of marketing and print services that seamlessly integrate creative, production and media solutions across online and offline channels. Supported by state-of-the-art technology and data-driven intelligence, Quad simplifies the complexities of marketing by removing friction wherever it occurs along the marketing journey. The company tailors its uniquely flexible, scalable and connected solutions to each client's objectives, driving cost efficiencies, improving speed-to-market, strengthening marketing effectiveness and delivering value on client investments.
Quad employs approximately 10,000 people in 10 countries and serves approximately 2,100 clients including industry leading blue-chip companies that serve both businesses and consumers in multiple industry verticals, with a particular focus on commerce, including retail, consumer packaged goods, and direct-to-consumer; financial services; and health. Quad is ranked among the largest agency companies in the U.S. by Ad Age, buoyed by its full-service media agency, Rise, and creative agency, Betty. Quad is also one of the largest commercial printers in North America, according to Printing Impressions.
For more information about Quad, including its commitment to operating responsibly, intentional innovation and values-driven culture, visit quad.com.
About The Harris Poll
The Harris Poll is one of the longest-running surveys in the U.S., tracking public opinion, motivations, and social sentiment since 1963. Now part of Harris Insights & Analytics, we provide market intelligence that helps businesses and policymakers make informed decisions. To learn more, visit https://theharrispoll.com.
Media Contact
Sarah Mikhailova
Manager, Media Relations
212-672-1319
sumikhailova@quad.com
SOURCE Quad
FAQ**
How might the findings from Quad Graphics Inc Class A QUAD regarding consumer distrust in sponsored AI shopping results impact the company's future marketing strategies?
What steps can Quad Graphics Inc Class A QUAD take to enhance transparency and rebuild trust in AI shopping among consumers who express skepticism towards sponsored results?
Given the survey results about AI shopping trust, how can Quad Graphics Inc Class A QUAD leverage physical retail experiences to foster consumer confidence in their AI-driven initiatives?
In light of the reported consumer concerns, what unique value propositions can Quad Graphics Inc Class A QUAD offer to differentiate itself in the competitive AI shopping landscape?
**MWN-AI FAQ is based on asking OpenAI questions about Quad Graphics Inc Class A (NYSE: QUAD).
NASDAQ: QUAD
QUAD Trading
17.26% G/L:
$8.46 Last:
530,600 Volume:
$7.51 Open:
