SAP research finds 60% of consumers want shared AI control over purchases

SAP frames ‘earned autonomy’ as the key: customers will delegate tasks to AI—such as purchase completion or product selection—if they retain oversight, reversibility, and human support. Trust is built through accuracy, transparency, and the ability to override decisions. The research suggests marketers should focus on reducing cognitive friction (e.g., overwhelming choices) and embedding AI tools where they save effort, not replace human judgment entirely. Gen Z’s behavior serves as a stress test: they’re more willing to use AI but also more likely to abandon brands that fail to meet expectations.