Shoppers Trust AI for Tracking, Not Billing: Sinch Survey
Stockholm – September 17, 2026 -- Only 43% of shoppers believe AI will make their holiday shopping easier this year, down from 48% in 2025, according to new research from Sinch AB (publ) covering 2,501 consumers across eight markets ahead of Black Friday and the holiday season.
Confidence hinges on specific tasks, not AI broadly
While overall optimism about AI declined, confidence surges when AI is assigned a concrete function. 81% of shoppers trust an AI assistant to handle order tracking and shipping updates, and 74% trust it for pre-purchase questions. That confidence drops to 66% for account changes and 62% for payment or billing changes.