Why more consumers prefer AI-enhanced shopping - and still expect the human touch

• 73% of consumers have used AI chatbots to search for products and services. 
• Nearly as many (71%) are worried about how generative AI uses their information.
• Only 57% of consumers are satisfied with their chatbot experience. 

The consumer landscape of 2026 is defined by a shift in perceived value, moving beyond simple "value for money" to prioritizing "value through intelligence." Today, consumers favor brands that leverage artificial intelligence (AI) to deliver transparency, confidence, and highly personalized assistance. Crucially, they also continue to demand that complex needs be managed with a critical human touch, according to Capgemini's research "What matters to consumers in 2026."

The way consumers make decisions is being fundamentally changed by AI-powered shopping experiences, a greater demand for fairness and transparency, and the importance of human connection at crucial stages. In this new landscape of empowered consumers, AI's ...