Conversational AI is no longer just a support tool. It is rapidly becoming a primary environment where consumers form intent, compare options and decide whether to buy. That is the central finding of a new global consumer study released today by Valtech, the experience innovation company.
Based on a survey of more than 1,000 consumers across Europe, the United States and Asia-Pacific, the study shows that customers are already willing to transact in AI-led environments and are beginning to penalize brands that fail to show up with trusted, official presences.
Key findings from the study include:
- 71.5% of consumers say they would consider completing a full purchase inside an AI chat app, including payment
- 94.1% of respondents regularly use AI chat apps, with more than 70% spending multiple hours per day in them
- 32.2% now prefer to start shopping or support journeys in AI chat apps, on par with traditional search engines
- 42.8% of consumers would choose one brand over another if it offered an official AI agent
- 19.7% say they would switch brands or abandon a task altogether if a brand does not offer an official AI agent in their preferred AI environment
The findings suggest a fundamental shift in where commercial influence is created. Rather than replacing brand websites or apps, conversational AI is reshaping how customers arrive at them and where preference is formed.
While adoption is already mainstream, trust remains the key constraint. 52.4% of consumers cite payment security concerns and 43.9% point to privacy and data use as reasons for hesitation. At the same time, expectations are rising sharply: by 2026, over 50% of consumers say they ideally want brand websites or apps to be guided or fully conversational, highlighting a growing gap between customer expectations and brand readiness.
“Conversational AI has become a decision and transaction layer, not just a new interface,” says David Toma, Vice President Strategy & Consulting at Valtech. “Consumers are already using AI to shape intent and move toward purchase, often before a brand interaction ever happens. The risk for companies is not that customers won’t adopt AI. It’s that decisions will increasingly be made without them, unless they show up with trusted, official presences that customers can rely on.”
According to Valtech, the implications go beyond technology adoption. Brands now need to design how trust, accountability and human handover work across AI-led interactions, particularly at moments involving payment, exceptions or high-stakes decisions.
“The winners will be brands that orchestrate conversational experiences across AI platforms and their own channels, rather than treating AI as a standalone feature or pilot,” Toma adds. “This is no longer a future-facing experiment. It’s already shaping relevance, preference and commercial momentum today.”
The full report, The Era of Conversational Commerce, is available here.
About the study
The study is based on a global online survey of 1,003 consumers conducted in December 2025. All respondents had shopped online or used digital customer support within the previous 90 days. The sample covers Europe (60%), the United States (30%) and Asia-Pacific (10%), with strong representation of digitally active and AI-experienced consumers.
About Valtech
Valtech, the global leader in experience innovation, exists to unlock a better way to experience the world. By delivering sustainable, human-centric digital solutions that prepare businesses for the future, we empower brands to leapfrog the competition and surpass best practices. Our 6,000-strong team in 24 countries crafts intelligent, personalized experiences that blend crafts, categories and cultures. At the intersection of data, AI, creativity and technology, we touch lives, grow businesses and unlock value in a digitally accelerated world. Our clients include the world’s leading brands, such as AXA, Dolby, L’Oréal, LVMH, Mars, Mercedes, P&G, Santander, Toyota and Volkswagen. See our work at Valtech.com.