2026 WHITEPAPER

Decoding AI Consumers

Ready for the rise of the AI consumer?

Discover the AI consumer personas reshaping buying decisions, trust, and loyalty. Our 2026 Consumer Trends whitepaper distills insights from 12,000+ consumers across the U.S., UK, and Germany.

Inside, you’ll get:

  • A look at the four emerging AI shopper personas
  • Strategies to build trust and lasting loyalty
  • Practical tactics to future-proof your go-to-market plan
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  • AI Enthusiast
  • AI Skeptic
  • AI Avoider
  • AI-Assisted Shopper

Young, male, future-focused

21% of German AI Enthusiasts feel hopeful about the world right now.

Millennial and Gen Z men make up the bulk of AI Enthusiasts. Their enthusiasm leans right of the political spectrum, where optimism about tech often aligns with pro-growth politics.

  • Politically right
  • High income
  • Value-driven and analytical

Broadly skeptical

29% of UK AI Skeptics feel anxious about the current state of the world.

AI skepticism shows no major differences by gender or age. Men and women, young and older consumers alike share this view. This persona is more doubtful about the future than the average consumer.

  • Politically left
  • Savings savvy
  • Cautious and anxious

A cautious consumer

80% of U.S. & UK Avoiders are concerned about the impact of AI on jobs.

The AI Avoider is a thoughtful, deliberate shopper who keeps their distance from AI in everyday life. They have been watching the AI hype of today with suspicion and caution.

  • Politically left
  • Financially cautious
  • Reliability over innovation

Digital-first and confident

57% of U.S. AI-Assisted Shoppers used AI to find products in the past 12 months.​

The AI-Assisted Shopper represents a new breed of digital consumer—typically a younger Millennial or Gen Z male who eagerly embraces innovation and technology. 

  • Politically right
  • Income level varied by region
  • Adaptable and socially connected