Only 18% of US consumers are comfortable with AI-driven features, while 71% are uncomfortable with AI tools. The study also revealed that one in three consumers prioritize price over brand loyalty. While shoppers are open to AI being used for customer service and product discovery, only 8% believe convenience will impact their buying experience. Loyalty programs are valued at 49%, with 36% wanting added incentives like free shipping or buy now, pay later options. Additional findings include: 67% of Gen Z consumers (ages 16-26) are likely to sign up for subscription services from retailers they shop with. When shopping on a marketplace, 30% of millennials (ages 27-42) are looking for new brands to try, compared to 18% of Gen X and just 9% of Baby Boomers. 40% of Baby Boomers express discomfort with AI chatbots, compared to 24% of millennials (ages 27-42) and 25% of Gen Z.