GENERATIVE AI IS FAST BECOMING CONSUMERS' GO-TO SHOPPING ADVISOR
MWN-AI** Summary
A recent survey by Synchrony indicates that generative AI is rapidly establishing itself as an indispensable tool for consumers seeking product advice and best deals. Notably, 56% of U.S. consumers reported utilizing generative AI during the 2025 holiday shopping season, with a significant portion—about one third—leveraging it specifically for product comparison and price hunting. This growing trend highlights how AI is transforming the shopping experience, making it not only more efficient but also more personalized.
As economic pressures shift consumer habits, 75% of those surveyed are investing more time in finding the best prices, suggesting that AI’s role in the shopping journey will only increase. Carol Juel, Executive VP and Chief Technology and Operating Officer at Synchrony, emphasizes that AI is now perceived as a trusted shopping advisor, helping consumers navigate choices with confidence and ease.
Generational differences in the adoption of AI for shopping are evident. Approximately 45% of Gen Z respondents expressed comfort in accepting product recommendations from AI, alongside significant interest in AI-managed financing options. Conversely, only 25% of Boomers reported similar comfort levels, particularly regarding AI's role in financial decision-making or shopping assistance. This discrepancy underscores the need for businesses to tailor their AI systems to cater to varying consumer expectations, especially as younger generations embrace technology more readily.
In conclusion, the survey findings mark a distinct shift in consumer behavior, revealing a landscape where generative AI is poised to become a primary shopping advisor. As adoption accelerates, creating seamless, trustworthy AI experiences will be crucial for capturing the evolving preferences of shoppers across different demographics.
MWN-AI** Analysis
As generative AI becomes a prevalent tool for consumers seeking shopping advice, businesses must adapt their strategies to leverage this burgeoning trend effectively. Recent findings from Synchrony’s survey indicate that over half of U.S. consumers utilized AI during their holiday shopping, with significant engagement in product discovery and deal hunting. This shift not only reflects changing consumer preferences but also highlights the necessity for companies to integrate AI into their shopping experiences.
For investors, this trend presents a unique opportunity. Retailers and financial services firms that embrace AI-driven solutions can enhance their customer interactions, fostering loyalty and increasing sales conversion rates. Companies focusing on developing user-friendly, AI-integrated platforms will likely stand out in a competitive market. For instance, firms that provide seamless connections between AI product recommendations and loyalty programs may enhance customer satisfaction and retention.
Additionally, the generational divide in comfort with AI tools suggests that younger consumers, particularly Gen Z, are more inclined to trust AI for product recommendations and financing options. Businesses targeting these demographics should prioritize AI capabilities to meet these consumers’ expectations for personalized experiences. Firms that lag in adopting these technologies may risk losing market share as consumer expectations evolve.
Moreover, the trend towards price comparison and deal hunting indicates that consumers are increasingly value-conscious. Retailers might consider optimizing their pricing strategies, ensuring competitive pricing and personalized offers powered by AI to attract cost-sensitive shoppers.
In conclusion, the rise of generative AI as a shopping advisor presents a dual opportunity for risk and reward. Businesses that effectively harness AI can drive growth, while those that do not adapt may face significant challenges. Investors should monitor firms maximizing AI capabilities to remain relevant and competitive in this fast-evolving landscape.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
PR Newswire
Synchrony survey finds approximately a third of consumers used AI for finding products and deals
Key Highlights
- 56% of U.S. consumers surveyed report using generative AI during the holiday shopping season
- Among those users, AI-powered product discovery and deal hunting were the top holiday shopping use cases, accounting for approximately a third of generative AI usage across all age demographics
- 75% of U.S. consumers surveyed are taking more time to find the best price, signaling AI may play a larger role in shopping, payments, loyalty, and financing decisions
STAMFORD, Conn., March 2, 2026 /PRNewswire/ -- Synchrony (NYSE: SYF), a premier consumer financial services company, today announced key findings from its In Sync with Consumers survey, a quarterly series that provides insights on how Americans shop, spend, and access credit in an evolving retail landscape. The survey* findings revealed a shift in consumer behavior showing that:
- More than half (56%) of U.S. consumers surveyed using generative AI during the 2025 holiday shopping season
- Among those users spanning all age demographics, approximately a third used generative AI to compare products (34%) and hunt for the best price (29%)
- Three-quarters (75%) of consumers across income levels are taking more time to find the best price when making a purchase decision suggesting generative AI may become an increasingly important tool for consumers to make the right purchasing decision
"AI is becoming the newest shopping advisor, helping consumers make decisions with more confidence and less friction," said Carol Juel, executive vice president and Chief Technology and Operating Officer at Synchrony. "What we're seeing is growing adoption that goes well beyond curiosity. As this accelerates, the winning experiences will be the ones that feel human, trusted, and seamlessly connected to loyalty, financing, and rewards."
The data also highlights generational differences in comfort and trust, underscoring rising expectations that AI-powered shopping experiences will continue to expand, especially for younger consumers. The survey shows that:
- 45% of Gen Z report they are comfortable taking product recommendations from an AI tool
- 44% of Gen Z are comfortable taking financing options from an AI tool
- 41% of Gen Z expect to use an AI agent to complete shopping tasks on their behalf in the future
On the other end of the spectrum, nearly a quarter of Boomers (25%) report they are comfortable taking product recommendations from an AI tool, but less than 20% are comfortable taking financing recommendations or having an AI agent shop on their behalf.
This data illustrates the importance of developing AI-integrated systems to meet the momentum of the age of agentic commerce and adapt to every consumers shopping behavior.
Frequently Asked Questions
Q1: What is the significance of this announcement?
A1: The survey highlights a shift in consumer shopping behavior, showing that generative AI is rapidly becoming a tool for product discovery and deal hunting.
Q2: How does this compare to existing solutions or services?
A2: Unlike traditional shopping tools, generative AI enables more personalized, conversational and confidence-building experiences that connect shopping decisions directly to payments, loyalty and financing.
Q3: Where can I learn more?
A3: Learn more about Synchrony and its use of generative AI here.
About Synchrony
Synchrony (NYSE: SYF) is a leading consumer financing company that has been at the heart of American commerce and opportunity for nearly a century. Synchrony delivers credit and banking products that empower tens of millions of consumers to improve their financial lives and access what matters most. Leveraging innovative solutions that are shaping the future of retail commerce, Synchrony supports the growth and success of some of the nation's most respected brands, alongside hundreds of thousands of small and midsize businesses, including health and wellness providers. Committed to excellence in service and culture, Synchrony is honored to be ranked the #2 Best Company to Work For® in the U.S. by Fortune magazine and Great Place to Work®. For more information, visit www.synchrony.com.
*Methodology: Survey captures ongoing monthly sentiment from a broad, nationally representative sample of 1,000 U.S. consumers aged 18 and older, balanced to reflect U.S. Census demographics. These results were collected between October 1, 2025 and December 5, 2025.
Media Contact
Ashley Tufts
(203) 216-6277
ashley.tufts2@syf.com
SOURCE Synchrony
FAQ**
How do the findings from Synchrony Financial SYF's survey indicate the potential long-term impact of generative AI on consumer purchasing decisions compared to traditional shopping methods?
What steps is Synchrony Financial SYF taking to enhance consumer trust in AI-based shopping advisors, especially among older demographics that are less comfortable with AI recommendations?
In what ways does Synchrony Financial SYF plan to leverage generative AI to integrate loyalty and financing options into the consumer shopping experience effectively?
How might the preferences expressed by Gen Z in the Synchrony Financial SYF survey influence future AI developments in retail and payment technologies?
**MWN-AI FAQ is based on asking OpenAI questions about Synchrony Financial (NYSE: SYF).
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