Visa has released new survey data that paints a vivid picture of how quickly consumer behavior is transforming, especially as AI tools and digital-first habits become central to the holiday shopping season. According to Bruce Cundiff, Vice President of Consumer Insights at Visa, Americans particularly Gen Z and younger millennials are driving a “fundamental reimagining of commerce.” What was once experimental technology has now become mainstream, shaping everything from how people discover gifts to how they pay for them.
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One of the biggest insights from Visa’s research is how comfortable consumers have become with AI. Nearly half of U.S. shoppers say they’ve used AI to help with at least one shopping task, with the most common use being finding unique or personalized gift ideas. Many consumers also see AI as a helpful tool for comparing prices and navigating the increasingly complex shopping landscape. Alongside AI, digital currencies are slipping into holiday conversations, too. Over a quarter of shoppers say they’d be excited to receive cryptocurrency as a gift an enthusiasm that nearly doubles among Gen Z.
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Younger consumers also continue to blur the lines between digital and physical shopping behavior. Gen Z, in particular, stands out for their comfort with biometric authentication, buying internationally, making purchases through social platforms, and even using crypto for payments. Globally, many plan to travel more this season, and a growing share prefers digital wallets as much as, or even more than, physical cards.
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But even as shoppers embrace new technology, they’re also vocal about wanting reassurance. Many say they want clearer explanations of how AI tools use their data and still prefer speaking with a real person for customer service. Concerns about scams are widespread two-thirds worry about loved ones falling victim to online fraud, and a significant number have personally encountered scams in the past year. This blend of enthusiasm for innovation and desire for transparency highlights the delicate balance retailers and payment providers need to maintain as shopping becomes more digitized.
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