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GUEST COMMENT Retailers have work to do earning customer trust in AI

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GUEST COMMENT Retailers have work to do earning customer trust in AI

Robert Gerstmann, co-founder of Sinch, asks the question: how willing are customers to let AI spend their money – really?

With Fashion Week not long behind us, customers are writing up their wish lists ahead of Black Friday with renewed inspiration for their wardrobes. Meta’s new agent, Muse, offers a glimpse into how those purchases could look in the future, with AI helping customers find products and pay on their behalf.

For some, the idea of a digital personal shopper that can keep them right on trend may sound like a promising proposition, but research shows that when it comes to handling money, customers are more reluctant to hand control over to AI.

Sinch’s BFCM 2026 consumer survey found that most (81%) of global consumers are confident that an AI assistant can handle order tracking and shipping updates. However, that number falls to 62% when it comes to payment or billing changes.

Whether or not consumers trust AI agents throughout their retail journey depends on the task that the agent is carrying out. So, whilst overall consumer enthusiasm for AI may appear high, only 43% say they think AI will make shopping easier. As such, there is work to be done for retailers to build consumer trust with AI-powered agents carrying out more complex tasks on their behalf.

Delivery times, product details and returns policies can be the final thing that determines whether a shopper completes the checkout stage, or not. These are opportunities for retailers to demonstrate the value of AI through accurate, useful answers that help customers make confident purchasing decisions.


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