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Retailers Have a Secret Weapon in AI-Powered Shopping: Trust

US consumers would be more comfortable with AI buying on their behalf if a familiar retailer were involved.

By Leah Johns, Stephanie Koszyk, Joëlle de Montgolfier, and Florence Thienpont

  • First published on fevereiro 03, 2026

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Retailers Have a Secret Weapon in AI-Powered Shopping: Trust
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About our research partner

ROI Rocket is a leading provider of primary research and data-based insights. Along with its sister company, eAccountable, which provides digital marketing support, ROI Rocket serves a broad client base of consultants, investors, publicly and privately held corporations, agencies, and market research firms. ROI Rocket is a Bain customer advocacy benchmark partner in grocery and 10 other retail categories.

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The Global Consumer Lab

Go beyond the basket and understand how AI and shifting consumer behavior are reshaping your business today.
Authors
  • Headshot of Leah Johns
    Practice Director, Global Consumer Lab, Lisbon
  • Headshot of Stephanie Koszyk
    Practice Vice President, Dallas
  • Headshot of Joelle De Montgolfier
    Practice Executive Vice President, Paris
  • Headshot of Florence Thienpont
    Senior Manager, Brussels
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