AI recommendations bring in new merchants, but consumers still need to trust checkout

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AI recommendations help consumers discover new merchants, but have not been equally effective at solving payment trust issues; nearly 45% of consumers who shop using AI have purchased from unfamiliar online stores, and 40% say AI has changed where they shop. Despite the expanded choice, Amazon still accounted for nearly 60% of the most recent AI-assisted purchases; 53.9% of platform shoppers would switch to buying directly from a merchant for a lower price or exclusive discount, while only 12.1% would switch because an AI assistant handled checkout. The key for payment networks, wallets, and checkout infrastructure providers is to turn discovery into trusted transactions.