Fresh data from Riskified, the digital fraud and risk intelligence company, shows that shoppers are getting increasingly more comfortable with agentic commerce. However, it has to be on “clearly defined” terms.

The latest results suggest consumers are becoming more comfortable with agentic commerce, but only on clearly defined terms.

In the company’s latest Agentic Commerce Pulse report, which polled more than 5,100 consumers globally, researchers learned that as AI agents like Muse and Instinct gain broad attention and adoption, “consumer comfort with the idea of using AI for shopping remains well ahead of actual adoption, and open-ended questions of control and governance still need to be addressed.”

“Half of all consumers surveyed by Riskified said they were more comfortable now than six months ago with the idea of an AI shopping agent completing a purchase without immediate approval, signaling growing openness to agent-led transactions,” the report’s authors said. “This is coming to pass as agents like Muse and Instinct are attracting a lot of focus and attention.”

The data showed there a “significant delta” between AI use for shopping discovery and comfort with the general idea of agentic commerce—and actually using an AI tool to complete a purchase. Of those surveyed, 80 percent said they have used AI for some portions of the shopping process. Seventy-four percent of consumers polled said they would allow agentic purchases in some form while 68 percent said they were likely to use AI for holiday shopping.

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