{"version":1,"type":"story","url":"https://digestai.news/story/sap-research-finds-60-of-consumers-want-shared-ai-control-over-purchas","json":"https://digestai.news/story/sap-research-finds-60-of-consumers-want-shared-ai-control-over-purchas.json","markdown":"https://digestai.news/story/sap-research-finds-60-of-consumers-want-shared-ai-control-over-purchas.md","slug":"sap-research-finds-60-of-consumers-want-shared-ai-control-over-purchas","headline":"SAP research finds 60% of consumers want shared AI control over purchases","summary":"SAP’s sixth Global Customer Loyalty Index (CLI) reveals that 60% of consumers prefer shared control between humans and AI in decision-making, rejecting full automation. The study highlights that 31% of customers have already switched brands due to poor AI integration, with Gen Z leading at 45%. Loyalty trends show a shift: incentivized loyalty (discounts, points) dropped from 48% in 2025 to 38% in 2026, while true brand loyalty rebounded to 32%. Consumers prioritize product quality (62%), trusted reputation (42%), and frictionless experiences (29%) over AI-driven personalization.\n\nSAP 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.","keyPoints":["60% of consumers prefer shared control between humans and AI, per SAP’s CLI 2026","31% of customers switched brands due to poor AI integration, rising to 45% among Gen Z","Trust in AI grows with reversibility, human oversight, and proven accuracy over time"],"whyItMatters":"The findings challenge marketers to balance automation with human control, shaping AI adoption strategies that prioritize trust and customer agency over unchecked delegation.","category":{"slug":"marketing","name":"Marketing & Small Business","url":"https://digestai.news/category/marketing"},"entities":{"companies":["SAP"],"models":[],"people":[]},"firstPublishedAt":"2026-10-13T11:00:00Z","updatedAt":"2026-10-13T11:00:00Z","sourceCount":1,"hasPrimarySource":false,"sources":[{"outlet":"MarTech","title":"Why ‘earned autonomy’ is the sweet spot for AI and customer loyalty in 2027 by SAP","url":"https://martech.org/why-earned-autonomy-is-the-sweet-spot-for-ai-and-customer-loyalty-in-2027","publishedAt":"2026-10-13T11:00:00Z","type":"press","primary":false,"lead":true}],"sourceNotes":null,"discussions":[],"thread":null,"cite":{"text":"Digest AI, \"SAP research finds 60% of consumers want shared AI control over purchases\", 13 October 2026, https://digestai.news/story/sap-research-finds-60-of-consumers-want-shared-ai-control-over-purchas","publisher":"Digest AI","title":"SAP research finds 60% of consumers want shared AI control over purchases","datePublished":"2026-10-13T11:00:00Z","url":"https://digestai.news/story/sap-research-finds-60-of-consumers-want-shared-ai-control-over-purchas"},"generatedBy":"Written by Digest AI's editorial model from the linked sources; the sources are the record.","license":"Headlines, digests and key points are written by Digest AI and may be quoted with a link to the story page. Linked articles belong to their publishers. Terms: https://digestai.news/terms#reuse"}