The groundbreaking research by Worldpay®, focused on the new generation of Artificial Intelligence – “Agentic AI Report” –provides data on consumer behavior in response to a new global trend: delegating the complete online shopping process to AI. The study, which covered seven countries—Brazil, China, the United Kingdom, the United States, Australia, Singapore, and France—was conducted between August and September of this year, involved 8,000 consumers, and includes questions about consumers' willingness to introduce new AI tools into their daily lives.
“AI agents are not just digital assistants as we know them today. They are decision-makers, currently in the testing and analysis phase by global technology companies. In the near future, however, they could become tools capable of completely changing the game and permanently transforming the way we shop,” states Juan Pablo D’Antiochia, General Manager of Worldpay for Latin America.
The study reveals that Brazil stands out as one of the most promising markets for consumer adoption of agentic commerce, with 40% of Brazilians willing to let AI select and finalize their purchases.
Initial applications by sector
The research explored in which sectors consumers would be most willing to allow AI agents to make purchases. In Brazil, the highest acceptance rates are found in low-risk, high-frequency transactions, such as public transport, utility bills, and essential supermarket items. This trend suggests the technology will initially be adopted for functional and routine operations before expanding to higher-value purchases, such as travel packages, luxury goods, or financial investments.
Motivational factors for adopting the new generation of AI
The study examined what leads consumers to consider using AI agents. Among Brazilians, the balance between cost and benefit is the most valued factor, cited by 71% of respondents, followed by lower prices (67%). Efficiency is also a significant motivator, along with expectations such as speed and convenience (60%) and personalization (53%), indicating that consumers are not only seeking savings but also a smarter, more practical, and personalized digital experience.
Security and Fraud
However, trust and some form of control are also essential in everyday purchases, where convenience meets caution. Key highlights include:
- 95% are concerned about the risk of unauthorized purchases, incorrect acquisition decisions, loss of financial control, fraud, and the level of control in reviewing purchases before final decisions (54%); only 5% have no concerns.
- A similar scenario is observed in the United Kingdom (66%) and the United States (63%). In China, however, only 37% require this level of control, while 55% state they feel comfortable letting AI operate under predefined rules; in Australia, there is greater openness for the agent to operate almost autonomously after initial setup (11%).
- Trust drivers:
- Access to human support (51%) and real-time alerts (51%) are considered essential to reduce barriers to using the tool.
- For 64% of respondents, fraud protection is essential, followed by the possibility of canceling transactions within 24 hours (57%) and reviewing the purchase before the final decision (54%).
“Brazilian consumers are confident and clearly ahead of several countries when it comes to delegating their shopping to agentic commerce. With strong interest from women and younger consumers, there is a real opportunity to build AI-based experiences that are inclusive, accessible, and secure,” explains Juan Pablo D’Antiochia. He adds, “our goal is to help retailers create AI-based experiences that are truly useful so consumers can shop with confidence in their daily lives.”.
In Brazil, women lead in openness to using AI for shopping
Unlike most countries analyzed, Brazilian women are more open to the technology than men: 46% of them would accept an artificial intelligence making purchases on their behalf, compared to 35% of men. This shows a unique characteristic of the Brazilian market, where female adoption of digital innovation surpasses male adoption, expanding opportunities for solutions that engage with the diversity of Brazil's consumer audience.
To learn more about Worldpay's perspectives on the rise of agentic commerce, explore the new blog post series here. To access the study, click here.
Methodology — Worldpay commissioned the research agency The Lantern to interview 8,000 consumers in the US, UK, France, Brazil, China, Singapore, and Australia between August and September 2025. Respondents were given a brief description of an agentic AI shopping agent, with examples of how it could shop on their behalf.
