VML's 2026 Future Shopper Report: Consumer AI Skepticism Persists Despite Broad Adoption

VML has published its 10th annual Future Shopper report, a landmark global study finding a widening gap between the pace of business AI adoption and actual consumer behavior. According to the report, published on 21 September 2026, shoppers continue to prioritize value, product availability, trust, and frictionless experience over AI-driven commerce tools — even as AI use has become widespread.

Broad AI Use, Limited Autonomous Trust

The report finds that 82% of consumers have used AI, but adoption remains concentrated around everyday tasks rather than autonomous purchasing decisions. A significant share of shoppers cross-check AI outputs before acting: 58% cross-check AI-generated product recommendations before purchasing, according to the study. One in three consumers draws a harder line, with 33% saying they would not allow AI to make purchases on their behalf.

AI-Generated Content Erodes Brand Trust

Consumer skepticism extends to AI-generated visuals and content. The report states that 49% of respondents say AI-generated product imagery reduces trust in a brand, while 48% skip content they believe was created using AI. Concerns about commercial influence are also prevalent: 53% worry AI shopping tools are commercially influenced, and 55% say sponsored search results make it harder to find the best products.

Search Quality Under Scrutiny

Despite search engines reclaiming their position as consumers' top source for product inspiration, confidence in digital discovery is eroding. The report notes that 44% say search quality has declined over the past year, and 47% feel their favorite online platforms have become worse over time.

Economic Pressure Reshaping Priorities

The report identifies economic anxiety as a key driver of shopper behavior. Nearly 6 in 10 consumers report greater financial anxiety than ever before, leading many to cut discretionary spending. The report notes consumers are protecting what it describes as "sacred luxuries" such as clothing, coffee, and beauty, while reducing emphasis on sustainability.

Online and Offline Reach Near Parity

The study records that 51% of consumer spending now takes place online. Despite this, shoppers rank price, product availability, and frictionless experiences above all else regardless of channel. The report notes that nearly half of consumers say they won't shop with brands that fail to meet their basic digital expectations, while 41% regularly abandon purchases because of frustrating online shopping experiences.

Shifting Influence Landscape

Family and friends remain consumers' most trusted source of purchasing advice, while the report notes traditional creators are losing influence, falling year over year from 15% to 13% as an influence force. AI tools are described as emerging as a new but scrutinized source of recommendations.

Executive Perspectives

Brent Taylor, global CEO of WPP Commerce and global commerce lead of VML, commented that consumers are embracing AI and digital commerce while also being "driven by financial pressure and growing intentionality in who they trust," adding that "long-term loyalty will need to earn consumer confidence at every stage of the customer journey through transparency, consistency, and exceptional customer experience."

Neil Dawson, global chief strategy officer of VML, said the research shows that "today's consumers are more informed, more demanding, and more discerning than ever," and that future commerce winners "won't simply be the brands with the best technology and data — they'll be the ones that earn and sustain consumer confidence."