Secret SantAI? Visa Survey Finds Americans Quietly Turning to AI for Holiday Shopping Help

What happened

Visa research found 41% of Americans would not tell someone that artificial intelligence helped choose a gift, while 54% of U.S. adults have used AI for at least one shopping task, up from 47% last year.

Confirmed

Global impact / market context

More shoppers quietly using AI to compare prices and find discounts could shift holiday spending toward cheaper options, pressuring retailers' profit per sale and rewarding stores whose product data AI tools can easily read and recommend.

Analyst inference

The survey points to cost-conscious consumers who still buy gifts but lean on technology and deal hunting, a pattern that can change where holiday revenue lands among retailers and how much they spend on digital tools and fraud protection.

Analyst inference

What to watch

1. Watch whether the share of U.S. adults using AI for shopping tasks keeps rising from 54%, since growth signals more gift decisions are filtered through AI tools rather than store browsing. Confirmed
2. Retailers could make product prices, stock and descriptions easier for AI shopping tools to read, so their items appear in AI gift suggestions and price comparisons shoppers increasingly rely on. Proposed
3. If AI-driven deal hunting grows, retailers may face thinner profit per sale and more spending on fraud protection, while payment companies like Visa could see changed transaction patterns during the holiday period. Analyst inference

Evidence

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