Gartner has found that just 11% of U.S. consumers are willing to let AI make purchase decisions—signalling to marketers that agentic commerce strategies must be built around support, not delegation.
The research suggests consumers will increasingly engage with AI for discovery, research and comparison, but remain reluctant to hand over the final call when buying household, personal care and electronics products.
In a Gartner survey conducted in January 2026 among 322 U.S. consumers, willingness peaked in lower-stakes areas when AI is used to narrow choices rather than complete transactions.
Thirty-one per cent were willing to allow AI to narrow options for household supplies purchases, and 28% said they would do the same for personal electronics. In contrast, overall acceptance of AI making purchase decisions directly capped at 11%.
Kate Muhl, vice president analyst in Gartner’s Marketing practice, framed the key insight for brand leaders: “Consumers are not looking to outsource shopping decisions to AI. They want AI to help them find better information, compare prices, identify deals and narrow choices, while keeping final decision-making control for themselves.”
The implication is operational: marketers racing to invest in agentic commerce should prioritise shopping tools that enable consumers to research products, compare prices, surface deals, and reduce decision fatigue—while preserving explicit user control over the final selection.
However, Gartner also points to trust and accuracy as major adoption barriers. In a separate Gartner consumer study conducted between November and December 2025 with 846 U.S. consumers, friction persisted even among early adopters. Among those who used AI while shopping for a recent purchase, 54% reported having to double-check the accuracy of all information generated, and 62% said GenAI outputs ended up being a waste of time.
“Accuracy is now a brand issue,” Muhl said. “If consumers believe AI shopping tools create more work by requiring them to verify every recommendation, they will not see those tools as convenient or valuable.”
She added that transparent, reliable information—particularly around price, product fit and recommendations—is essential.
Gartner further notes that GenAI exposure does not automatically translate into willingness to use AI for buying. Seventy-two per cent of consumers said generative AI appears in their internet and app use “whether I asked for it or not”. Muhl cautioned that passive exposure should not be mistaken for active adoption, arguing that brands will win by enhancing consumer control rather than replacing it.
