VML's The Future Shopper 2026 report, published for the tenth time this year, is based on a survey of 28,000 consumers across 17 countries. The study finds that economic uncertainty and rising cost-of-living pressures are reshaping consumer priorities, and highlights a gap between widespread AI usage and consumer trust in AI-driven recommendations and content.
Key findings: financial worry and spending behavior
- 59% of global shoppers say they are more worried about their financial situation than before.
- 60% have already cut back on non-essential spending for financial reasons.
- Despite tightening budgets, many consumers continue to spend on small pleasures: clothing, coffee and hot drinks, and skincare and beauty products remain categories people are likely to maintain spending on for comfort and enjoyment.
AI use versus trust
- 82% of respondents reported having used some form of artificial intelligence.
- Nevertheless, 58% verify AI-recommended products through other sources before buying.
- About one-third of survey participants would not allow AI to make purchases on their behalf.
- Crucially, AI-generated product images can undermine brand trust: 48% of potential customers said they would immediately scroll past a post, image or video if they suspected it was AI-generated.
These results underscore that using AI does not automatically create trust; authentic presentation and transparent communication remain important.
Digital shopping experience and the role of physical stores
- More than half of consumer spending measured in the study (51%) happens online.
- However, shortcomings in the digital shopping experience can interrupt purchases: 41% regularly abandon purchases because of a frustrating online experience.
- 48% of respondents feel companies invest in flashy features while neglecting basic functions like properly working search.
- Physical stores remain important for aspects such as trying products on, finding the right size, and getting personal advice.
Implications for brands and companies
The VML The Future Shopper 2026 report highlights that alongside technological innovation, price-value balance, authenticity and the overall shopping experience are decisive for brand perception. Domestic brands and multinational companies operating in Hungary should assess whether their developments meet everyday consumer needs; consistent delivery in these areas can help strengthen consumer trust and preserve competitiveness.
Conclusion
The study shows that broad AI adoption does not equal consumer confidence. Without transparent and credible product presentation and reliably functioning digital experiences, technological advances—particularly AI-generated imagery—risk eroding trust rather than building it.
