The report titled Holiday Retail’s AI Test Starts With Who Gets to Hit Buy summarizes insights from a closed-door roundtable held at the Mastercard technology hub in New York. Participants included senior executives representing the retail, payments, financial services, technology, and AI sectors.
Data indicates that while AI is increasingly used for product discovery and comparison, consumers remain cautious about delegating final purchase decisions. Shoppers are generally open to AI assistance for finding deals or gifts but prefer to maintain control over payment methods and final transaction approval.
Retailers now face the challenge of adapting to varying consumer preferences for automation. While customers may automate routine grocery purchases, they often prefer manual selection for high-value items like luxury goods, furniture, or apparel.
The research highlights the strategic dilemma for merchants regarding third-party AI tools. Companies must determine how to maintain direct customer relationships while ensuring their products remain visible and accessible within these emerging AI-driven shopping environments.
