In 2026, shopping in the U.S. is evolving at a pace few could have predicted. From rising credit card balances to the growing influence of AI tools, consumers are navigating a complex mix of financial pressures and technological opportunities. Recent data from Kurv Pay sheds light on these shifts, revealing how Americans are spending, borrowing, and increasingly relying on AI in their purchasing decisions.
According to the study, the average American now carries around $4,180 in credit card debt, with more than half (53%) using credit for discretionary or non-essential purchases. Dining out emerges as the most common category, followed by entertainment and lifestyle expenses. Younger generations, particularly Gen Z and Millennials, are leading this trend, often financing experiences like concerts, travel, and restaurant visits using credit cards. This combination of borrowing for lifestyle and rising debt underscores a tension between financial strain and the desire for convenience and experiences.
Yet, Americans are also adapting. Kurv’s research shows that 60% of consumers report cooking more at home to save money, while roughly half have cut discretionary spending and 49% have canceled non-essential subscriptions. These behaviors suggest a growing awareness of financial health, even as spending continues in certain categories. The pattern illustrates a balancing act: consumers are selective about where they stretch credit while using technology to maximize value.
Technology is playing an increasingly critical role in this landscape, particularly AI shopping assistants. From Google AI Shopping tools to chatbots capable of instant price comparisons, AI is taking over many aspects of the scrolling and decision-making process. Kurv’s survey indicates that 62% of Americans now use AI to compare prices, and 43% rely on AI for personalized product recommendations. These trends show that consumers are embracing AI not just for convenience, but for financial optimization, using algorithms to identify deals, evaluate options, and even anticipate future purchases.
While AI removes friction for shoppers, it’s also reshaping the buyer journey and putting retailers at risk of losing visibility. To help merchants navigate this shift, Kurv CEO Afshin Yazdian has a few tips for staying visible in AI search tools:
“AI is changing the way people shop from the very beginning. Shoppers are using it to compare prices, get product recommendations, and plan what to buy long before they even visit a retailer’s site. That means brands can easily be overlooked if they’re not showing up in those early moments. Giving AI clear context about who a product is for, why it matters, and what problems it solves is becoming essential to stay visible.
As AI plays a bigger role in guiding purchase decisions, brands need a solid data foundation to make sure their products are seen. For small businesses, structured product data with clear attributes and real-world use cases helps AI systems recommend their offerings. Retailers without a clear agentic commerce strategy and AI-ready data risk losing visibility in this next era of shopping.”
Payment preferences are also shifting alongside technology adoption. Tap-to-pay and contactless options have moved from being a novelty to an expectation, with a growing number of shoppers avoiding merchants that do not support these methods. Rewards and loyalty programs continue to influence behavior, with many users selecting credit cards that maximize points, cashback, or exclusive perks. The intersection of technology and payment convenience suggests that merchants and fintech platforms must adapt or risk losing relevance with a tech-savvy, experience-oriented audience.
The rise of AI in commerce also reflects a broader shift in the retail ecosystem. Consumers increasingly expect real-time pricing, personalized recommendations, and automated deal tracking, all delivered seamlessly. This trend aligns with the wider AI news today, which frequently highlights how AI tools are transforming everyday interactions and decision-making. Retailers and brands that integrate these AI capabilities are not only meeting consumer expectations but also driving engagement, repeat visits, and higher conversion rates.
The implications of these findings are significant for businesses. While consumer debt remains a concern, the research suggests that Americans are maintaining or even increasing discretionary spending in key areas, especially around holidays and special occasions. Companies that offer smooth, AI-assisted shopping experiences, combined with flexible and convenient payment methods, are likely to attract the most engagement. Conversely, retailers that ignore these technological shifts may find themselves at a disadvantage in an increasingly digital-first market.
The Kurv data also points to demographic nuances. Younger consumers are the most likely to adopt AI tools for shopping, whereas older adults may prioritize familiarity and simplicity over automated decision-making. Understanding these distinctions is crucial for marketers, financial services providers, and tech developers seeking to tailor solutions for different age groups while enhancing adoption and satisfaction.
In addition, the survey underscores the growing importance of financial literacy and planning tools. As more consumers use credit to fund discretionary purchases, integrating AI insights into personal finance applications can help individuals monitor spending, manage debt, and identify opportunities for savings. These tools, when paired with AI shopping assistants, create a feedback loop: consumers can make smarter decisions, avoid overspending, and leverage technology to navigate complex marketplaces.
Overall, the Kurv study paints a picture of a U.S. consumer landscape in transition. Credit card use remains high, discretionary spending continues in select categories, and AI tools are becoming a staple in everyday shopping. From price-checking chatbots to AI-powered recommendations, the shopping experience is more automated, personalized, and data-driven than ever before. For businesses and fintech providers, understanding and responding to these trends is critical for staying competitive in 2026 and beyond.
As AI adoption grows, the blend of financial responsibility and technology adoption will define the next wave of consumer behavior. With 62% of Americans using AI for price comparisons and 43% leveraging AI for personalized product suggestions, the message is clear: AI is shaping what, how, and when Americans buy. Retailers, payment providers, and tech companies that embrace this shift are likely to capture the loyalty of a generation that values speed, convenience, and intelligent decision-making.
