The divide between general apprehension and practical utility is stark. According to a survey of 2,501 consumers across eight markets, 81% of respondents feel confident using AI for shipping updates, and 74% are comfortable with automated pre-purchase inquiries. However, this trust erodes when the stakes involve financial or account management, where only 62% express confidence in AI. Robert Gerstmann, co-founder of Sinch, notes that consumers reject AI for its own sake, preferring it only when it performs a clearly defined job.
Shoppers embrace AI for utility while shunning it for advice
Only 43% of consumers believe artificial intelligence will streamline their holiday shopping this year, down from 48% in 2025. While broad skepticism and privacy concerns persist, data from Sinch AB reveals that shoppers are surprisingly eager to delegate specific, functional tasks—like tracking orders—to automated systems.
Regional attitudes further complicate the landscape. The United States stands as the most skeptical market, with 43% of shoppers explicitly stating that AI will not assist their holiday experience. Conversely, Brazil shows overwhelming optimism, with 78% of participants expecting AI to simplify their shopping. Despite these variations, the appetite for interaction remains high; only one respondent in the entire survey pool stated they would never engage with an AI chatbot, suggesting that while the technology is not yet a trusted advisor, it is widely accepted as a digital utility.
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