Synchrony reports that GenAI is aiding retail, becoming consumers’ preferred tool for smarter shopping decisions.

Synchrony reports that GenAI is rapidly becoming a mainstream shopping advisor. Its latest “In Sync with Consumers” survey shows 56% of U.S. shoppers used GenAI during the 2025 holiday season. Rather than casual experimentation, consumers actively relied on AI for product discovery and deal hunting. In fact, 34% used AI to compare products, while 29% searched for better prices.

Consumers face overwhelming choice, pricing complexity, and promotional noise. Traditional search tools require manual filtering and repetitive comparisons. GenAI overcomes this friction by delivering conversational, personalized recommendations. It synthesizes reviews, features, and pricing instantly. Moreover, it connects product discovery directly with payments, loyalty rewards, and financing options. This reduces cognitive load and shortens decision cycles while increasing buyer confidence.

The survey also signals the rise of agentic commerce. Among Gen Z, 45% feel comfortable accepting AI product recommendations. Additionally, 44% trust AI-generated financing suggestions. Notably, 41% expect AI agents to complete purchases on their behalf. While older consumers remain cautious, adoption is accelerating across demographics. Meanwhile, 75% of shoppers report spending more time seeking optimal prices, increasing demand for AI-assisted optimization.

Generative AI now functions as a digital co-pilot across retail journeys. It moves beyond static filters into intelligent negotiation, comparison, and execution. Therefore, retailers and financial platforms must embed AI deeply into commerce workflows. This shift represents a structural enterprise challenge: integrating trusted GenAI systems into payments, credit, and loyalty ecosystems at scale.

Why it matters
GenAI is redefining digital commerce infrastructure and customer decision-making.
• Solves information overload by synthesizing products, pricing, and financing instantly
• Accelerates agentic commerce, where AI executes shopping tasks autonomously
• Forces enterprises to integrate AI into secure payment and loyalty ecosystems

This case represents a broader enterprise problem: enhancing fragmented retail systems into AI-native commerce platforms that build trust while automating decisions.