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The Future Shopper 2026: despite the AI hype, price, trust and the shopping experience remain decisive
The 2026 study finds that traditional factors continue to matter most when consumers make purchasing decisions
- Published Date
- Oct 06, 2026
While businesses have high expectations for artificial intelligence, affordability, reliability, product availability and a seamless shopping experience continue to drive consumers’ purchasing decisions. According to VML’s The Future Shopper 2026 report, brands must continue to meet shoppers’ fundamental expectations as technology adoption grows.
The Future Shopper 2026, now in its tenth edition, draws on research involving 28,000 consumers across 17 countries to explore changing shopping habits. The report highlights economic uncertainty and cost-of-living pressures as factors behind shifting consumer priorities. The research also reveals a gap between AI adoption and trust in the technology. A substantial proportion of respondents have used artificial intelligence, but common uses still include everyday tasks such as searching for general information and translation.
FINANCIAL PRESSURES AND THE EVERYDAY PLEASURES CONSUMERS HOLD ON TO
Financial concerns are reshaping consumers’ spending priorities. Globally, 59% of shoppers are more worried about their finances than ever before, while 60% have already actively cut back on non-essential spending for financial reasons.
However, being more careful with money does not mean giving up everyday pleasures altogether. Clothing, coffee and hot drinks, skincare and beauty products are among the categories many would continue to spend on even if they had to make savings elsewhere. The report links this to consumers’ attachment to small purchases that bring enjoyment and comfort: even under economic pressure, the desire for experiences that make everyday life more enjoyable remains.
AI USE, VERIFICATION AND TRUST
Widespread use of artificial intelligence does not necessarily mean unquestioning trust. Although 82% of those surveyed have used AI, 58% of respondents check its product recommendations against other sources before making a purchase. There are also reservations about handing over purchasing decisions: one-third of respondents would not allow artificial intelligence to make purchases on their behalf.
Trust is also an issue in brand communications. The research finds that AI-generated product images reduce trust in a brand. This finding highlights the importance of authentic product presentation and transparent communication.
One of the key findings from last year’s Future Shopper was that consumers do not see online and in-store experiences as two separate worlds: what matters is the entire customer journey. This year’s results make it clear that, even as AI adoption grows, technology alone cannot meet shoppers’ needs. Brands can create business value by making shopping tangibly easier and more reliable, while continuing to prioritise fundamentals such as visibility, product availability and the provision of information. Brands should therefore use innovation to reduce real points of friction in the shopping experience.
THE TANGIBLE CONSEQUENCES OF THE SHOPPING EXPERIENCE
More than half (51%) of the consumer spending measured in the study takes place online, but shortcomings in the digital shopping experience can lead shoppers to abandon purchases. Some 41% of respondents reported regularly abandoning purchases because of frustrating online experiences. Meanwhile, 48% believe businesses spend on flashy features while neglecting essentials such as search functionality that works properly.
Physical stores, however, continue to play an important role in the shopping journey. The report highlights trying out products, choosing the right size and receiving advice in person as particular reasons why consumers prefer shopping in-store.
Today’s consumers are better informed, more discerning and more considered in their choices than ever before. Having the best technology and making data-driven decisions are therefore no longer enough on their own. The brands that succeed in the years ahead will be those that also earn consumers’ trust and retain it over the long term.
VML’s The Future Shopper 2026 report highlights that, alongside technological developments, value for money, authenticity and the shopping experience remain key to how brands are perceived. These findings suggest that Hungarian brands and large companies operating in Hungary should assess how well their investments in improvements meet shoppers’ everyday needs. Consistently meeting these needs can help strengthen consumer trust and maintain competitiveness.
