Consumers are increasingly embracing AI to navigate crowded markets, according to new research from Capgemini, and providing a boost for brands that combine digital convenience with in-person assistance.

The Capgemini Research Institute’s 2026 consumer trends report found that AI has transitioned from an enabler to a trusted advisor that interprets user preferences and behaviours to provide real-time, conversational support through chatbots and virtual assistants.

The study, based on a global survey of 12,000 consumers around the world, reveals that AI tools have quickly become central to how shoppers interact with markets, with one in four having already used genAI shopping tools last year and 31% planning to adopt them in future. 

However, despite their enthusiasm, consumers want control of their data, with 71% reporting being worried about how genAI tools use their personal information, and three-quarters (76%) eager to set boundaries for AI assistants.

Transparency is critical to soothing these concerns, with two-thirds of shoppers saying they trust AI more when it explains the reasons behind its recommendations and actions, and a similar number expecting brands to disclose their use of AI-generated advertising.

Capgemini argues that technological convenience, augmented by human connection, is driving brand loyalty in the AI age, with consumers valuing efficiency, relevance and human connection in equal measure.

Nearly two-thirds said they want genAI to provide hyper-personalised content, with 65% saying such technology has made shopping less stressful, though only 19% are willing to pay for these helpful chatbots and virtual shopping assistants. 

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Despite the benefits of technology, a human connection still carries more weight than AI efficiencies. Capgemini found that more than 70% of consumers want human assistance during complex purchases or when resolving service issues, suggesting brands that blend AI speed and personalisation with timely human reassurance stand to earn greater loyalty.

“Consumers want invisible AI that both empowers informed decisions and seamlessly blends convenience and emotional connection,” said Dreen Yang, global consumer products and retail leader at Capgemini.

“AI is increasingly reshaping the shopping experience, but success depends on clarity, responsible use, and safeguards that protect consumers. Brands that blend technology with trust and purpose will enjoy lasting loyalty.”