Mastercard Study: 79% of Young People Have Used AI to Research Products

According to a Mastercard study of 26,000 people across 13 markets, 62% of young people and 49% of parents use artificial intelligence at least once a month to research products.
Mastercard’s new report examines how consumer control and trust can be maintained as AI agents play a growing role in shopping and payments.

Baku, Azerbaijan – October 2026: Mastercard has published a new report titled “A Brief Look at the Future of Shopping and Payments”, exploring how artificial intelligence could change the ways people discover products, make purchasing decisions and pay. The study on which the report is based involved 13,000 young people aged 13–18 and their parents across 13 markets. According to the study, 79% of young people and 70% of parents have used artificial intelligence to research products over the past year.

Mastercard’s study also shows that the use of artificial intelligence has become part of regular shopping habits. According to the study, 62% of young people and 49% of parents use artificial intelligence at least once a month to research products. Among young people, 61% said they were at least somewhat willing to use a comprehensive AI assistant that could manage the shopping process on their behalf. Meanwhile, 67% of parents believe their children’s generation will be more comfortable using artificial intelligence while shopping than they are.

Users will set the boundaries as artificial intelligence moves from information searches to purchases

The report examines the development of agentic commerce, in which artificial intelligence not only helps people find products and compare options but also conducts transactions on their behalf. This change is considered from three perspectives: the consumer shopping experience, retailers’ relationships with their customers and the trust infrastructure that enables payments.

For example, an AI agent could compare flight options or prepare a cart for routine grocery shopping. However, whether it is allowed to complete the purchase and place the order will depend on the permissions set by the user.

According to the report, the widespread adoption of agentic commerce will depend on preserving clear consumer control over the process. This requires verifying on whose behalf the AI agent is acting, precisely defining spending limits and allowing users to decide when additional approval is required. Consumers must also clearly understand what action will be taken if an incorrect or unexpected transaction occurs.

Verifiable information is becoming increasingly important for retailers

As AI agents begin evaluating different options on behalf of consumers, retailers will also need to improve how they present information. Prices, product availability, delivery terms and return policies must be provided in a format accessible to AI agents, while claims about product features and sustainability must be supported by verifiable information.

Mastercard’s report also emphasizes the role of trust in the payment process. In addition to protecting payment information, it is important to verify the identity of the AI agent and confirm that it is authorized to carry out the specific transaction. This could help ensure that purchases made on behalf of consumers remain within the limits and permissions they have set.

Note about the study: The online study was conducted by Opinium on behalf of Mastercard in June–July 2026 in Bulgaria, the Czech Republic, France, Germany, Israel, Italy, the Netherlands, Norway, Poland, Romania, Spain, Sweden and the United Kingdom. Azerbaijan was not included in the study sample.

About Mastercard

Mastercard strengthens economies and empowers people in more than 200 countries and territories worldwide. Together with our customers, we are building a sustainable economy where everyone can prosper. We support a wide range of digital payment options, making transactions secure, simple, smart and accessible. Our technology and innovation, partnerships and networks combine to offer unique products and services that help individuals, businesses and governments realize their greatest potential.