A new global survey by Riskified shows that nearly three out of four consumers — 73% to be exact — are already using artificial intelligence as part of their shopping process. The survey, conducted among over 5,000 respondents worldwide, indicates a profound change in how people decide what to buy, how they compare prices, and how they choose to trust digital assistants.
According to the findings, shoppers are using smart assistants such as ChatGPT to get product ideas, summarize reviews, and compare prices. Although only a minority — about 13% — reported making a purchase based on a direct AI assistant recommendation, seven out of ten consumers say they feel comfortable with the possibility of such an assistant making a purchase on their behalf.
More than half of the respondents, 58%, even plan to use these tools for buying gifts during the upcoming holiday season (end-of-year holidays and shopping events abroad), which could make the coming November the "first AI-driven shopping month."
But beyond convenience and innovation, this new world also raises many questions. Jeff Otto, Chief Marketing Officer of Riskified — an Israel-based company providing fraud detection and online transaction processing solutions to hundreds of brands worldwide — explains, "AI-based shopping agents can make the purchasing process more convenient and efficient, but they also blur the lines of responsibility when it comes to fraud and policy exploitation."
According to him, when a shopping assistant makes a purchase, it is difficult to know who is responsible in the event of a dispute — the merchant, whom the customer never visited, or perhaps the digital assistant? He adds that this uncertainty creates new risks for all parties, especially regarding compromised accounts or accidental purchases.
Consumers themselves are not indifferent to these risks. Their main concerns relate to payment security, protection of personal data, potential errors at the point of purchase, and loss of control. Yet, the level of trust in AI is almost identical to that in traditional shopping channels: 36% of consumers trust AI to influence their purchasing decisions, compared to just 38% who prefer to rely on human salespeople. Only a quarter of respondents stated that they prefer to shop online without any AI assistance at all.
This revolution is happening alongside the launch of a new standard called the Agentic Commerce Protocol — an open protocol that allows purchases to be completed through AI interfaces. This means that more and more transactions will be conducted behind the scenes, via system-to-system interaction rather than human interaction, forcing merchants to rethink their security and verification methods. Riskified emphasizes that to maintain consumer safety and system stability, companies must combine technological innovation with information transparency and collaborate in the global intelligence arena against fraud.
"Fraud prevention teams are the natural leaders of the smart shopping era," says Otto. "Their role is not to stop innovation, but to build frameworks that allow the organization to say — yes, but with full security." He adds that only if merchants, tech companies, and consumers work together can the benefits of digital shopping assistants be enjoyed without losing the sense of control and trust at the heart of the human shopping experience.