What matters to today’s consumer 2026

How AI is transforming value perception.

Consumer decision-making is entering a new era. AI-driven tools, sharper expectations of fairness and transparency, and the need for meaningful human interaction are reshaping what shoppers consider acceptable, valuable, and worth paying for. Price alone no longer defines value – quality, trust, and emotional connection matter more than ever.

What matters to today’s consumer 2026, the latest report from the Capgemini Research Institute, explores how AI, personalization, and emotion are influencing consumer choices, and what brands must do to deliver experiences that feel transparent, adaptive, and human. Key findings, based on a survey of 12,000 consumers across 12 countries, include:

• Fairness and quality define value: Transparent pricing, consistent policies, and clear communication now sit alongside quality as top value drivers. 74% of consumers would switch brands for lower regular prices. Health benefits, clean ingredients, and durability guide decisions, while bundles and warranties strengthen perceived value.
• Careful spending meets intentional indulgence: Consumers are trading down in some categories while retaining spending in others, especially where reliability matters. Impulse restraint is easing, signaling a modest rebound of “intentional indulgence” alongside persistent deal-seeking. Seven in ten (71%) consumers opt for treats and small indulgences to cope with financial stress.
• AI is becoming the consumer’s trusted guide: One-quarter (25%) of consumers have already used Gen AI shopping tools in 2025, while a further 31% plan to use them in the future. Yet control and transparency remain critical: 76% want clear rules for when an AI assistant acts, and 71% are concerned about how Gen AI tools use their data.
• Human touch still drives loyalty: Technology reduces stress for 65% of shoppers, but human support is essential for complex purchases. Preference for in-person assistance has surged: 74% value it during in-store service, and 66% during purchase decisions.

What matters to today’s consumer 2026 is essential for CMOs, digital and e-commerce heads, loyalty and consumer insights leads, product executives, and category managers, offering practical guidance for strategy, pricing, and technology teams seeking to meet evolving consumer expectations by:

• Accelerating growth with intelligent engagement: Position digital assistants as full engagement channels, pilot anticipatory commerce models with safeguards, and design promotions that are aligned with shopper behavior.
• Optimizing operations with seamless AI: Deploy AI that enhances clarity and consistency, strengthens pricing logic, and reinforces customer experience.
• Leading with purpose through resilient transformation: Make sustainability central, ensure responsible AI use, and redefine loyalty as a two-way relationship blending financial and emotional returns.

To discover how empowered consumers are redefining value, and how brands can respond by building transparency, trust, and emotional engagement in the age of AI-enabled shopping, download the report today.