Quicktake: Holiday shoppers consider AI agents for deal hunting
69% of holiday shoppers are considering AI agents or tools for price comparisons and deal-hunting this season
The majority of shoppers are excited (19%), curious (22%) or open, but cautious (21%) about the potential for using AI agents or tools during the holiday season. While scouting deals is at the top of their wish lists for AI assistance, shoppers are also considering the other ways AI might make them look like thoughtful gift-givers—with the proper precautions.
Deal-hunting drives excitement
Shoppers have been honing their deal-hunting skills for years, but AI could level up their game. Seven in ten (69%) are likely to use an AI agent or tool this holiday season to compare prices or find deals—a share that climbs among younger cohorts but, notably, still reaches half of boomers.
Very/somewhat likely to use AI agents or tools to compare prices or find deals
Holiday shoppers, by generation
Curiosity extends to gifting
While holiday shoppers are homing in on AI’s potential to save money, they are also interested in seeing how these agents or tools might improve their gift-giving prowess
Strongly agree/agree about AI agents or tools (select responses)
Among total holiday shoppers
But caution still sets the limits
Despite its potential, holiday shoppers seem most comfortable using AI agents with pre-purchase activities, placing high importance on oversight of final decisions and protecting personal data. This sentiment is steady across generations.
Very/somewhat important guardrails for AI agents when holiday shopping
Among total holiday shoppers
Key takeaway: Shoppers want AI on the price tag, not the gift tag
Holiday shoppers are ready to let AI hunt deals — but they want the final call to stay human. Retailers that offer transparent, permission-based AI experiences with clear data protections will earn both trust and conversion.
Source: Bread Financial Agentic AI + Holidays survey, Aug-26
About Bread Financial®
Bread Financial® (NYSE: BFH) is a tech-forward financial services company that provides simple, personalized payment, lending and saving solutions to millions of U.S. consumers. Our payment solutions deliver growth for some of the most recognized brands in travel & entertainment, health & beauty, technology, electronics, jewelry, home and specialty apparel through our co-brand and private label credit cards and pay-over-time products providing choice and value to our shared customers. Additionally, we offer Bread Financial general purpose credit cards and saving products that empower our customers and their passions for a better life.
Bread Financial proudly marks 30 years of success in 2026. To learn more about our global associates, our performance and our sustainability progress, visit breadfinancial.com or follow us on Instagram and LinkedIn.
