Consumer Behavior

Consumers spending more time to find best price

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March 4, 2026

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Well over half of U.S. consumers are taking more time to find the best price and AI may be playing a bigger role when it comes to shopping, payments, loyalty and financing decisions.

Just over half of U.S. consumers used Gen AI during the past holiday season.

Those are top findings from Synchrony's "The In Sync with Consumers" survey that also revealed about a third of consumers are tapping AI for finding products and deals, according to a press release.

"AI is becoming the newest shopping advisor, helping consumers make decisions with more confidence and less friction," Carol Juel, executive vice president and chief technology and operating officer at Synchrony, said in the release. "What we're seeing is growing adoption that goes well beyond curiosity. As this accelerates, the winning experiences will be the ones that feel human, trusted, and seamlessly connected to loyalty, financing, and rewards."

Additional findings include:

45% of Gen Z report they are comfortable taking product recommendations from an AI tool.
44% of Gen Z are comfortable taking financing options from an AI tool.
41% of Gen Z expect to use an AI agent to complete shopping tasks on their behalf in the future.