AI tools, transparency key to retaining customers in 2026: Capgemini
PARIS, FRANCE — Artificial intelligence (AI) and transparency are emerging as the top drivers of customer loyalty in 2026, signaling a shift away from price-focused decision-making, according to Capgemini’s 2026 Consumer Report.
Over time, brands that have navigated the digital retail space have noticed that consumers are placing greater weight on fairness, ethical practices, and meaningful relationships.
The study, which surveyed 12,000 shoppers across 12 countries in October 2025, highlights how AI tools are shaping buying decisions but only when paired with clear communication and trust.
Fairness and transparency drive switching
According to the report, low prices alone do not necessarily secure customer loyalty. If there are sudden changes in product quality or pack sizes, about 71% of consumers would say this would be a reason to switch to a different brand.
In the same manner, 74% of customers said they would switch service providers for lower prices, whereas 61% think such promotional bundles are valuable if products are combined with services like faster delivery or health benefits.
“These customers are willing to pay a little extra for faster delivery, signaling that convenience and immediacy are becoming universal expectations,” said Priyanka Bhargav, Head of Insights and Brand Strategy at Flipkart, underscoring the evolving consumer mindset.
The report reiterated that companies demonstrating ethical, transparent, and honest business practices are likely to build long-term brand loyalty.
AI tools reshape shopping journeys
AI tools are now a staple of online shopping, providing 24/7 support, product recommendations, and post-purchase engagement.
According to the report, in 2025, 25% of respondents admitted to using generative AI shopping tools, while 73% interacted with chatbots at least once.
However, support after the purchase was successful: 61% of buyers received personalized follow-ups, and 54% reported satisfaction with the outcome.
Yet challenges remain. Nearly half of consumers report frustration with chatbots, citing limited human-level capabilities. Only 8% of people would pay for AI assistants to make purchases for them.
These findings indicate that the evolution of the outsourcing and retail sectors provides a clear direction for service providers: the combination of AI-driven efficiency, human interaction, and the implementation of transparency and ethical standards at every point of contact will be the key factor for customer retention in 2026.
The report highlights the importance of providing not only operational support but also building experiences that develop trust, loyalty, and active engagement through all digital channels for brands that collaborate with outsourcing companies.
