Salesforce finds AI agents now steer holiday shopping research — retailers lag on checkout trust

Context

A Salesforce survey finds almost 20% of holiday shoppers now start their purchase journey with an AI agent, using it for research and advice before visiting a store. Most shoppers, however, are not yet willing to let AI complete the purchase itself. Retail and ecommerce teams planning 2026 holiday campaigns should read the original for the adoption figures behind this shift.