One in three Australian consumers say they are ready to use an artificial intelligence shopping assistant, according to new research by payments company Worldpay.
The findings highlight early demand for so-called agentic commerce. This is where an AI assistant browses, compares offers and completes purchases on behalf of shoppers.
The study suggests uptake will be uneven across age groups. It also shows that concerns about fraud and loss of financial control remain widespread.
Worldpay surveyed 8,000 consumers across seven countries. The Australian sample included 2,000 respondents.
Of Australian consumers surveyed, 34% said they would let an AI assistant help them shop. Within this group, 17% said they were ready to use an AI shopping assistant immediately. Another 17% expected to try one within the next 12 months.
Interest is highest among younger adults. Worldpay found that 52% of respondents aged 18 to 34 would be comfortable letting AI shop for them. The figure dropped to 40% among those aged 35 to 54. It fell to 12% for those aged 55 and above.
Colin Baines is Country Manager and Vice President of Commercial for Australia and New Zealand at Worldpay.
"Australians are some of the savviest shoppers in the world. We love a good deal, but we also like to stay in control. Agentic commerce taps into both instincts. AI can do the legwork of finding the best value, but shoppers still want the reassurance that they're calling the final shots. That balance between convenience and control will define how AI reshapes retail in Australia," said Baines.
Focus on price
The research shows that price is the main reason Australians would use an AI shopping assistant. Many respondents also expect AI to balance low cost with product quality.
Some 63% of those surveyed said the biggest benefit of using an AI agent was securing the lowest cost. A further 56% highlighted the best balance between price and quality as a key attraction.
Speed and convenience also play a role. Worldpay reported that 40% of respondents valued faster and easier shopping. Another 39% cited personalised recommendations as an important factor. Some 29% said they were motivated by loyalty rewards.
These responses suggest that consumers see AI as a potential extension of existing online shopping tools. Many already use comparison sites, voucher codes and review platforms. AI agents could automate some of this searching and matching activity.
Trust and security
The same research points to a significant trust gap around AI-driven shopping. Many Australian consumers remain worried about security, privacy and unwanted purchases.
Worldpay found that 60% of respondents were worried about identity theft. A total of 58% expressed concern about unauthorised purchases. Another 58% said they feared fraud in general.
Concerns are not limited to security. Some 56% of respondents said they feared incorrect purchase decisions by AI agents. A further 55% worried about losing control over their finances. Another 40% were concerned about the potential time involved in returning unwanted items.
Respondents set out several conditions that would make them more comfortable using AI for shopping. Many of these relate to stronger protections and clearer oversight of AI decisions.
Worldpay said 54% of Australians surveyed wanted strong fraud protection as a prerequisite for using AI shopping tools. Some 47% wanted the ability to cancel transactions within 24 hours. Another 44% wanted the option to review purchases before approval.
Transparency also ranked highly. A total of 45% said they wanted clarity on how AI makes decisions. Another 43% wanted real-time alerts when purchases are made. Some 41% said access to human customer support would help them trust the technology more.
Baines said consumer protection and transparency will shape how retailers apply AI in commerce.
"AI has the potential to transform the way Australians shop, but trust is the currency that will make or break its success. Consumers are ready to experiment with new technology, but they expect transparency about how AI makes decisions and protection when it comes to their data and money. Retailers who get that right will be the ones who build lasting loyalty," said Baines.
Worldpay said it is working on technology that connects retailers with AI platforms. The company said its focus is on models where shoppers retain control, AI agents act transparently and fraud risks remain contained.