Business
75% of Americans say they would lose trust in AI shopping if results were sponsored
Quad/Graphics, Inc. (NYSE: QUAD), a marketing experience company that solves complex marketing challenges for its clients, and The Harris Poll today announced the results of a new national survey revealing widespread consumer distrust for sponsored results in agentic AI shopping platforms.
About this update from Quad Graphics, Inc
[{"type":"text","content":"Consumers increasingly tap agentic AI to shop, but brand trust remains strongest in physical stores","length":99,"tagName":"p"},{"type":"text","content":"SUSSEX, Wis., April 13, 2026 /PRNewswire/ -- Quad/Graphics, Inc. (NYSE: QUAD), a marketing experience company that solves complex marketing challenges for its clients, and The Harris Poll today announced the results of a new national survey revealing widespread consumer distrust for sponsored results in agentic AI shopping platforms.","length":335,"tagName":"p"},{"type":"image","alt":"In new research from Quad and The Harris Poll, consumers signal that incorporating paid ads risks eroding trust in both brands and the AI platforms themselves.","displaySize":"","headline":null,"caption":"In new research from Quad and The Harris Poll, consumers signal that incorporating paid ads risks eroding trust in both brands and the AI platforms themselves.","className":"","disableSlideshowImg":false,"size":{"original":{"width":400,"height":225,"url":"https://media.zenfs.com/en/prnewswire.com/9b0359643ce1e2389e77635ceba477f0"},"resized":{"url":"https://s.yimg.com/ny/api/res/1.2/a9P3ZAY2dMAffnXHGt.Kjw--/YXBwaWQ9aGlnaGxhbmRlcjt3PTcwNTtoPTM5Nw--/https://media.zenfs.com/en/prnewswire.com/9b0359643ce1e2389e77635ceba477f0","width":400,"height":225}},"href":"https://mma.prnewswire.com/media/2954095/new_research_from_Quad_and_The_Harris_Poll__AI_Shopping.html","hrefExternal":true,"rel":"nofollow"},{"type":"text","content":""The New Rules of Retail Trust in the Age of AI" survey, a continuation of the 2025 "Return of Touch" report, indicates that price-conscious consumers are using AI for convenience and to reduce uncertainty in a rapidly changing shopping landscape but still have concerns about trust and data transparency. According to the research, shoppers continue to have high confidence in in-store experiences, especially regarding item quality and pricing.","length":466,"tagName":"p"},{"type":"text","content":""Consumers are scrutinizing value more closely and questioning who, or what, is shaping their purchase decisions," said Heidi Waldusky, Quad's Vice President of Brand and Integrated Marketing. "AI offers real promise for efficiency and personalized service to make life easier, but any hint that AI shopping is quietly steering users toward paid influen...