AI and the holiday shopping season: Why trust matters more than ever
This holiday season, shoppers are turning to AI in ways that would have seemed futuristic only a few years ago. From suggesting gift ideas to summarizing reviews and potentially automating purchases, AI is increasingly part of the everyday shopping experience for 73% of consumers across the world, according to Riskified's recent survey. For many, it makes the process faster, easier, and more personalized, helping them navigate a flood of options with minimal effort.
But convenience comes with complexity. When an AI agent is "shopping" on a consumer's behalf, the lines of responsibility can become blurred. When transacting on an LLM like ChatGPT or Gemini, and something goes wrong - a mistaken order, a delayed shipment, or a disputed charge - who is accountable? Currently, the AI can take a figurative step back as an invisible intermediary, leaving the customer to interact directly with the retailer to resolve the issue. These new dynamics are reshaping the relationship between shoppers and merchants, forcing both sides to reconsider what trust and reliability mean in a dramatically transformed environment.
From a product and risk perspective, native AI purchases change the basic data points that retailers and payment service providers rely on for fraud detection. Patterns like browsing time, hesitation,device switching or even obvious data points such as an IP or email address can be compressed or absent entirely. As a result, fraud strategies need to be reviewed and adapted to handle this new agentic AI traffic, balancing the need to approve legitimate transactions while mitigating potential risk.
At the same time, fraudsters are evolving alongside these tools. The same capabilities that assist consumers with speed, automation, and ability to mimic decision-making, can be exploited to imitate legitimate behavior at scale. This doesn't mean shoppers should avoid AI; it means they must remain vigilant. Careful review of orders, secure account practices, and attention to payment methods are all essential habits in agentic commerce..
Not all AI tools operate the same way. Some are embedded directly within retailer platforms, giving them access to inventory, pricing, and order history. AI assistants can guide shoppers through browsing, comparison, and checkout with a level of integration that feels seamless. Others operate more generally, outside any single retailer. They can generate ideas, provide recommendations, or summarize reviews, with a growing ability to complete purchases without ever leaving the platform . Each type shapes the shopping experience differently and carries its own considerations for risk, accountability, and customer satisfaction.
For retailers, these shifts are prompting a rethink of how customer experience and risk management intersect. Traditional approaches to service, returns, and fraud detection were designed for human-led interactions. AI changes the pace and nature of engagement, requiring a more dynamic approach to oversight and decision-making. Whether a refund request, a miscommunication, or an unexpected dispute, it can leave a lasting impression on customers, often more so than the initial shopping experience.
Post-purchase interactions have become a key differentiator. When most of the purchase process is automated, human judgment in handling exceptions becomes a vital way to reinforce trust and loyalty. The ways retailers respond to returns, exchanges, or complaints provide opportunities to show care, resolve problems thoughtfully, and maintain a human connection, even in a largely AI-mediated experience. These moments are increasingly what set one brand apart from another in the eyes of shoppers.
Looking ahead, AI will continue to shape shopping behavior in profound ways. Shoppers will delegate more decisions, and their expectations for speed and convenience will rise. Retailers will need to balance automation with human oversight, and ensuring that technology can precisely differentiate between good and bad actors. The most successful companies will be those that integrate AI through a risk management lens, empowering legitimate shoppers while safeguarding against fraudsters who move quickly to capitalize on lax AI security
During the holidays, the pressure is higher, the stakes are larger, and every transaction matters. Consumers are exploring new ways to shop, and retailers are learning in real time how to adapt. As we move into a future where AI is an everyday shopping companion, the principles that have always defined good commerce remain the same: reliability, clarity, and respect for the customer. The tools may change, but the need to earn and maintain trust will remain constant. This holiday season, retailers and shoppers alike are learning a critical lesson that AI can make shopping easier, but human judgment, accountability, and thoughtful engagement remain essential.
