今天重要的是什么；消费者2026

How AI is transformingvalue perception Table of contents Careful spendingmeets intentionalindulgence AI - Theconsumer’strusted guide Value redefined:where fairness andquality intersect Executive summary04 07 Who should readthis report and why? Reliable tech buildsloyalty – but withboundaries What should CPRorganizations dodifferently? 64 Research methodology Executive summary AI-enabled shopping, heightened expectationsof fairness and transparency, and meaningfulhuman interaction at key moments are reshapingconsumer decision-making in a new era ofempowered consumer decision making. As AIbecomes more deeply woven into everydaychoices, shoppers are rewriting what theyconsider acceptable, valuable, and worth payingfor. Expectations are sharper, tolerance is lower,and the definition of value has expanded beyondprice. This report explores how AI, trust, andemotion are reshaping what consumers perceiveas worth their time, money, and attention and 71 percent would switch if pack sizes orproduct quality were reduced without clearcommunication. Promotions still have pullingpower. Sixty two percent say more attractive dealscan make them switch, while 61 percent believebundles that combine products with services orwarranties create stronger value. Quality nowcarries more weight than ever, and 64 percentof consumers view ‘shrinkflation’1as an unfairpractice. Health benefits, ‘clean’ ingredients,2convenience, and durability guide decisions acrosscategories, and many shoppers are willing to paymore for faster delivery when it meaningfullyimproves their experience. Around two in five are choosing lower costalternatives, opting for private label, or buyingsmaller quantities to manage budgets. Yet thesechoices stop short when reliability is at stake.Many have adopted a hybrid mindset: willing totrade down in certain categories, while retainingspending in others (e.g., when prioritizinghealth-related aspects). Nearly four in five avoidprivate labels in performance critical categories.Promotional influence is also becoming more 71% Fairness and quality define value Careful spending meets intentionalindulgence Transparent prices, consistent policies, andclear communication sit alongside quality inshaping perceived value. Seventy four percentof consumers say they would switch brands ifthey found a lower regular price elsewhere, of consumers would switch brands if pack sizesor product quality were reduced without clearcommunication. Consumers are becoming more deliberate abouthow they save and where they treat themselves. follow up, and agentic AI is moving into routinetasks. Almost half of consumers (52%) use virtualassistants that automate re-ordering or mealplanning at least once a week, though only onein five is willing to pay a monthly subscription ora one-time payment. Control remains essential.Seventy six percent want the ability to set clearrules for when an assistant acts. Concerns abouttransparency continue, with 71 percent worriedabout how generative AI uses their information.Awareness of synthetic influencers is widespreadat 66 percent, yet trust remains low at 52 percent.Two thirds of consumers expect brands to discloseAI generated advertising. Social commerce isgrowing quickly, and 35 percent have alreadypurchased through platforms like Instagramor YouTube. structured. Three in four consumers say moneyoff discounts are most motivating, followed bypercent off and buy one get one offers. Impulserestraint is also easing 54% say they are makingfewer impulse purchases, down from 71% lastyear, signaling a modest rebound of ‘intentionalindulgence’ alongside persistent deal- seeking. Technological convenience with ahuman touch drives loyalty Consumers want efficiency, relevance, andemotional connection to coexist. Sixty threepercent want generative AI to provide hyperpersonalized content, and 65 percent feeltechnology has reduced stress in their shoppingroutines. Yet human support remains essential.More than seven in ten consumers value in personassistance when dealing with complex purchasesor resolving service issues. Preference for humanassistance has risen sharply, with seventy fourpercent valuing support during in-store customerservice and sixty six percent during the purchasestage, up from 54 percent and 40 percent last year.To win consumer loyalty brands must focus on fairvalue and dependable experiences such as clearpricing, consistent product quality, and a balancedmix of digital convenience and human support. Trust in channels matters. Two in three consumersbelieve ecommerce offers fair prices, with thriftand discount formats close behind. Emotionalrelease also plays a role. Seven in ten say smallindulgences help manage financial stress,showing that value blends rational savings withemotional satisfaction. AI - The consumer’s trusted guide AI-driven tools are becoming central to howshoppers navigate the marketplace. Chatbotsare now widely used for service and personalized What should c