Generative AI Emerges as Key Shopping Tool for Over Half of U.S. Consumers
Event summary
- 56% of U.S. consumers used generative AI during the 2025 holiday shopping season, per Synchrony's survey.
- 34% of AI users leveraged it for product comparisons, 29% for deal hunting.
- 75% of consumers now spend more time seeking the best price, suggesting AI's growing role in purchase decisions.
- Gen Z shows higher comfort with AI recommendations (45% for products, 44% for financing) compared to Boomers (25% and <20% respectively).
The big picture
Synchrony's data underscores AI's rapid ascent as a shopping advisor, reshaping how consumers discover products and evaluate deals. This trend aligns with broader retail tech shifts toward agentic commerce, where AI handles tasks autonomously. For financial services firms like Synchrony, the challenge is integrating these tools into existing credit and loyalty frameworks while bridging generational trust gaps.
What we're watching
- AI Integration
- How Synchrony and peers will embed AI into payments, loyalty, and financing ecosystems to capture younger demographics.
- Generational Divide
- Whether Boomers' lower comfort with AI will create a bifurcated market for shopping tools and financial services.
- Execution Risk
- The pace at which companies can deliver 'human, trusted' AI experiences without sacrificing security or personalization.
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