Synchrony (NYSE: SYF), a premier consumer financial services company, today announced key findings from its In Sync with Consumers survey, a quarterly series that provides insights on how Americans shop, spend, and access credit in an evolving retail landscape. The survey* findings revealed a shift in consumer behavior showing that:

More than half (56%) of U.S. consumers surveyed using generative AI during the 2025 holiday shopping season

• Among those users spanning all age demographics, approximately a third used generative AI to compare products (34%) and hunt for the best price (29%)
• Three-quarters (75%) of consumers across income levels are taking more time to find the best price when making a purchase decision suggesting generative AI may become an increasingly important tool for consumers to make the right purchasing decision

"AI is becoming the newest shopping advisor, helping consumers make decisions with more confidence and less friction," said Carol Juel, executive vice president and Chief Technology and Operating Officer at Synchrony. "What we're seeing is growing adoption that goes well beyond curiosity. As this accelerates, the winning experiences will be the ones that feel human, trusted, and seamlessly connected to loyalty, financing, and rewards."

The data also highlights generational differences in comfort and trust, underscoring rising expectations that AI-powered shopping experiences will continue to expand, especially for younger consumers. The survey shows that:

• 45% of Gen Z report they are comfortable taking product recommendations from an AI tool
• 44% of Gen Z are comfortable taking financing options from an AI tool
• 41% of Gen Z expect to use an AI agent to complete shopping tasks on their behalf in the future

On the other end of the spectrum, nearly a quarter of Boomers (25%) report they are comfortable taking product recommendations from an AI tool, but less than 20% are comfortable taking financing recommendations or having an AI agent shop on their behalf. 

This data illustrates the importance of developing AI-integrated systems to meet the momentum of the age of agentic commerce and adapt to every consumers shopping behavior.

Frequently Asked Questions

Q1: What is the significance of this announcement?

A1: The survey highlights a shift in consumer shopping behavior, showing that generative AI is rapidly becoming a tool for product discovery and deal hunting.

Q2: How does this compare to existing solutions or services? 

A2: Unlike traditional shopping tools, generative AI enables more personalized, conversational and confidence-building experiences that connect shopping decisions directly to payments, loyalty and financing.

Q3: Where can I learn more?

A3: Learn more about Synchrony and its use of generative AI here.