Bain & Company has published a study that delves into the growing use of agentic artificial intelligence (AI) in consumer commerce.

The report, which includes insights from over 2,000 US consumers surveyed with ROI Rocket, highlights attitudes toward AI-assisted purchases. While 72% have engaged with AI tools at some point, only 10% have made a purchase through these means, and just 24% feel comfortable doing so.

Privacy concerns and fears of fraud are cited as primary reasons for the gap between awareness and actual use. However, most respondents indicate they would be willing to use AI in future scenarios such as research and price comparisons.

According to Bain’s analysis, well-established technology and retail platforms, which include digital wallets and integrated shopping environments, are seen as more reliable than traditional banks or card issuers for conducting AI-mediated transactions. This perception could significantly impact the dynamics of consumer payment experiences in the future.

Potential Roles for Financial Institutions

The study suggests that banks, payment providers, and infrastructure companies must adapt to this evolving landscape where AI agents can operate independently on behalf of consumers. Recommendations include ensuring transparent design in AI technology, giving consumers control over authorizations, and progressively implementing low-risk applications.

As agentic AI evolves to manage complete shopping experiences, the study emphasizes that all parties involved in the payments industry must prioritize trust and security to remain relevant in an increasingly automated market environment.