New research from SAP Engagement Cloud reveals that while Gen Z is leading the adoption of AI-powered shopping, it is also the generation most likely to walk away from brands that fail to meet expectations around how AI is used.
According to SAP’s 2026 Customer Loyalty Index, AI is rapidly becoming part of the shopping journey. Almost a quarter (23%) of UK consumers regularly rely on AI tools or assistants when deciding what to buy, while 26% have purchased products recommended by an AI assistant. A further 23% would be comfortable allowing an AI assistant to make purchases on their behalf.
The findings suggest Gen Z is increasingly giving AI a significant role in what they discover, choose and buy. In the UK, almost half (48%) of Gen Z consumers have purchased products recommended by AI and 37% would trust an AI assistant to make a purchase on their behalf. Yet 43% say they have switched brands because of how AI was used.
The research also points to a broader shift in consumer influence. Nearly a quarter (23%) of UK shoppers say they would prefer recommendations from AI over advice from friends and family, highlighting AI’s growing role in shaping purchasing decisions.
For brands, the findings suggest that greater AI adoption does not automatically translate into greater customer loyalty. While AI has the potential to strengthen relationships, Gen Z consumers expect brands to use the technology responsibly and transparently.
Among Gen Z consumers, 15% say they are more loyal to brands that use AI to improve the shopping experience, while one in five (21%) feel more loyal to brands that market to them in a personalised way.
However, enthusiasm for AI comes with clear expectations. Nearly two in five (37%) Gen Z consumers want access to human support if something goes wrong, 32% want assurances around data privacy and security, and 29% want transparency about how AI-driven decisions are made. A quarter (25%) say undisclosed or non-transparent use of AI would cause them to lose loyalty to a brand altogether.
“Gen Z isn’t rejecting AI. They’re embracing it faster than any other generation and increasingly allowing it to influence what they buy,” said Sara Richter, CMO, SAP Engagement Cloud. “The surprise is that greater adoption does not translate into greater tolerance. Gen Z is willing to trust AI with recommendations and even purchasing decisions, but they expect brands to be transparent about how it is used. Brands that fail to earn that trust risk losing customers just as quickly as they gain them.”
Marketing Professor Mark Ritson said: “There’s a tendency to assume that because Gen Z loves technology, they’ll tolerate anything brands do with it. The data suggests the opposite. They’re embracing AI rapidly, but they’re also proving to be the least forgiving when brands get it wrong.”
As AI becomes a more established part of the shopping experience, the findings suggest successful brands will be those that combine intelligent, personalised experiences with transparency, trust and access to human support when it matters most.
