As artificial intelligence (AI) systems integrate more deeply into everyday transactions, consumers are increasingly inclined to make purchases directly within these platforms. A recent survey by PYMNTS, conducted between October 14 and October 29, 2023, among 1,425 U.S. adult consumers, reveals that over half of AI users prefer completing transactions within a dedicated AI interface rather than being redirected to a merchant’s website. This trend indicates a significant shift in how digital commerce is structured, showcasing a growing trust in AI-driven shopping experiences.
Consumer Preferences Shift Towards AI Commerce
The survey found that 52% of AI users would rather complete their purchases directly within an AI platform, compared to 48% who favor being sent to a merchant’s site. This near-even division marks a departure from the previous decade’s dominant eCommerce model, where product discovery and checkout typically occurred on merchant-owned platforms. The inclination for in-platform purchasing reflects a broader desire for streamlined shopping experiences. Many consumers now seem willing to allow AI to manage more of their shopping journey, provided the experience is perceived as trustworthy and beneficial.
As AI systems become increasingly adept at recommending products, comparing options, and anticipating consumer needs, the incentive to navigate away from the AI environment diminishes. The convenience and personalization offered by AI platforms are beginning to reshape not only product discovery but also the overall transaction process itself.
Benefits Drive Consumer Engagement with AI Platforms
The survey also highlights that tangible benefits greatly influence consumer preferences. Approximately 70% of AI users expressed a willingness to see sponsored products in AI-generated lists if it leads to exclusive discounts. In contrast, only about 30% preferred ad-free results, even when those options do not offer discounts. This finding underscores how perceived value shapes consumer expectations.
Free shipping is another strong motivator. Roughly 70% of AI users indicated they would accept sponsored products in exchange for complimentary shipping, while less than 30% favored ad-free options without this incentive. These results suggest consumers are pragmatic about monetization, particularly when the benefits are clear and immediate.
Personalization is also crucial. More than 60% of AI users stated they would permit access to their purchase history for more tailored product recommendations, compared to fewer than 40% who preferred generic listings without data sharing. This openness signals a growing comfort with data-driven personalization when it enhances relevance and reduces decision fatigue.
These findings indicate that consumers are not outright rejecting advertisements or data sharing. Instead, they are recalibrating their expectations regarding transparency and value exchange. AI platforms that effectively communicate the rationale behind product recommendations and the benefits to consumers are likely to build greater trust.
The shift towards purchasing within AI platforms carries significant implications for merchants, marketplaces, and payment providers. If AI interfaces increasingly become the focal point for product discovery, decision-making, and checkout, control over customer relationships may gradually shift away from traditional merchant websites.
This evolution does not imply the disappearance of merchant sites, but rather suggests a transformation in their function. Instead of being the primary destination for browsing and purchasing, merchant sites may serve more as fulfillment, branding, and service endpoints behind AI-driven front ends.
As Karen Webster, CEO of PYMNTS, noted, this change in consumer behavior coincides with a broader competition over who controls the rules of AI-driven transactions. Emerging commerce protocols are defining how AI agents discover products, express purchase intent, and execute payments. Some models aim to anchor transactions within traditional merchant infrastructure, while others position AI platforms as the primary interface for commerce.
In summary, the integration of AI into shopping experiences signifies a pivotal moment in digital commerce. As consumer preferences evolve, both AI platforms and traditional merchants must adapt to meet the changing landscape of consumer expectations.
