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New research finds consumers are increasingly willing to trust AI agents with buying decisions even if it means switching from their favorite brands

• Brand loyalty may be changing: More than one-third (37%) of loyal shoppers say they would let an AI agent recommend a different brand if it found a product that better fits their needs.

• Consumers are growing comfortable with AI shopping assistants: Nearly three-quarters (74%) of people surveyed said they're open to AI helping with shopping tasks, and the same percentage said they'd trust an AI agent more than a friend to make a purchase recommendation.

• AI could help shoppers save time and money: Experts say AI can compare products, prices, and value more effectively than most consumers can on their own, helping people make smarter purchasing decisions.

For years, brand loyalty has been one of the most valuable assets a company could have. Many shoppers stick with the same products, stores, and brands they know and trust. But a new study from Accenture suggests that may be starting to change as artificial intelligence becomes more involved in everyday purchasing decisions.

The global survey found that consumers are becoming increasingly comfortable letting AI help them shop, compare products, and even make final recommendations. In fact, 37% of shoppers who typically stay loyal to a small group of preferred brands said they would be willing to let an AI agent switch them to a different brand if it found a better option.

ConsumerAffairs spoke with Accenture's Oliver Wright, global lead of consumer industries, who explained how AI-powered shopping assistants could reshape the relationship between consumers and brands, creating new opportunities while also challenging companies to earn the trust of both shoppers and the algorithms that increasingly influence their decisions.

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Trusting AI

The survey suggests that consumers are becoming surprisingly comfortable with the idea of AI playing a larger role in their shopping decisions. Nearly three-quarters (74%) of respondents said they are open to using an AI agent to complete shopping-related tasks on their behalf, such as researching products, comparing options, or making recommendations.

Trust in AI is also growing. In one of the study's most eye-catching findings, 74% of consumers said they would trust a personal AI agent more than their best friend when it comes to making a purchase on their behalf.

Consumers will continue to ask friends and family for their thoughts on what, where and when to buy, the difference is who will they most depend on for the actual decisions they take, Wright said. Why? Because AI is able to convey responses that are truly the best researched, and it explains the answer in a way that is most relatable for the consumer, even better than the consumers friends.

Letting AI make the decisions

The study also found that nearly one-third (32%) of respondents would allow an AI agent to make the final purchasing decision for them, as long as it stayed within limits they set, such as budget, preferred brands, or product features.

Perhaps most notably, AI's influence appears poised to grow rapidly. More than seven in 10 consumers (71%) believe that at least half of their spending in a given category will be influenced by AI over the next year.

The findings suggest that shoppers increasingly view AI not just as a tool for gathering information, but as a trusted advisor that can help simplify purchasing decisions and identify products that best match their needs.

Driving better consumption

One of the key findings from the study: 37% of behaviorally loyal shoppers would let an AI agent switch them from their favorite brands for a better fit.

What does this mean for the everyday consumer who values consistency but wants the best value? Wright broke it down:

Our research suggests that AI will drive better consumption, period, he said. Consumers expect AI to help them make better choices whether that is by switching to a brand they havent tried before that actually meets their needs, or by buying a product at a location they havent thought of before.

Interestingly this will mean, on occasion, spending more, where AI recommends a product that, while more expensive in the short term, is far better over the full product lifecycle.

Using AI to save money

In addition to possibly altering brand loyalty, Wright says there are also ways for consumers to use AI to save money.

We have all been confronted with a row of detergent bottles in a grocery store of slightly different concentrations, pack appearances and effectiveness, even the cost per ounce fails to give consumers an accurate view of value, Wright said. AI solves that, making the true comparisons, doing the math, and cutting through the clutter to tell confused, time poor consumers the one to choose.

Similarly, when given a list, AI agents can direct a consumer where to shop (and for what) and outline the trade off of e-commerce versus in store. Dont underestimate the total value of this.

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A recent survey found that many college students using AI tools report stronger financial literacy and healthier finances as a result.

• AI is becoming a go-to financial tool for college students: A new survey found that 71% of students say AI has improved their financial literacy and helped them save money.

• Students are using AI for everything from budgeting to debt repayment: Many respondents reported better credit scores, increased savings, and progress paying down debt after using AI-powered financial tools.

• Experts say AI can be helpfulbut it shouldnt be the only source of advice: While AI makes financial information more accessible and less intimidating, students should verify important recommendations with trusted sources before making major money decisions.

For todays college students, artificial intelligence isnt just helping with homeworkits increasingly becoming a financial coach, too. From building budgets to learning about credit scores and debt repayment, many young adults are turning to AI-powered tools for guidance on managing their money.

A recent survey from Northern Kentucky University found that 71% of college students believe AI has improved their financial literacy and helped them save money. The findings suggest that tools like ChatGPT are becoming a go-to resource for students looking to navigate financial challenges, often without consulting a traditional financial advisor.

While experts caution that AI-generated advice should always be verified, the research highlights a growing shift in how young people are learning about personal finance and making everyday money decisions. To better understand whats driving this trend and the opportunities and risks that come with it ConsumerAffairs spoke with Peiwei Li, Assistant Professor and MSIS Graduate Program Director at Northern Kentucky University.

What are the risks?

Li explained that many college students are turning to AI tools for their financial questions because theyre accessible and convenient.

Most students already use AI tools in their daily lives, so asking it about money probably feels normal and low-pressure at this point, Li said. Honestly, a lot of financial advice feels out of reach when youre a student. If youre stressed about making rent or paying off a credit card bill, youre probably comfortable opening ChatGPT before you search for an advisor.

However, with that comfortability comes some risks that consumers need to be aware of. The biggest one: overconfidence in advice provided by AI tools.

AI can miss a lot of that nuance, Li said. Someone might follow advice that technically sounds smart but isnt a good fit for their actual situation. Financial decisions depend on personal habits and circumstances, including income, debt, credit history, risk tolerance, etc. AI tools can provide useful general guidance and be a helpful starting point, but students should verify the AI-generated advice with trusted sources.

Reducing intimidation

The survey found that many college students are turning to AI with their finance questions because it feels less intimidating than asking someone in person. The conversational nature of chatbots also helps students feel more comfortable.

A big selling point is ChatGPTs conversational interface, Li said. Students have varying levels of financial literacy. Chatting with ChatGPT can reduce the intimidating aspects of budgeting.

Furthermore, AI tools allow students to ask questions in plain language without feeling judged or lost due to financial jargon. Finally, AI tools break down financial goals into smaller, more manageable steps.

A support tool

Lis biggest piece of advice for anyone considering AI for financial advice: its a solid support tool.

Think of it like a brainstorming buddy, or someone youre getting a second opinion from vs. the all-knowing expert, Li said. Its helpful for distilling concepts or helping work through options, but important financial decisions still deserve more than one source of information/advice.

New approval could bring more sunscreen options to store shelves

• The FDA has added bemotrizinol to its list of permitted sunscreen active ingredients.

• It is the first new active ingredient added to the over-the-counter sunscreen monograph since the late 1990s.

• The ingredient protects against both UVA and UVB rays and is considered safe and effective for adults and children six months and older.

For the first time in more than 20 years, the U.S. Food and Drug Administration (FDA) has expanded the list of active ingredients that can be used in over-the-counter sunscreens.

The agency announced that it is adding bemotrizinol to the sunscreen monograph, a regulatory framework that outlines which ingredients can be used in certain nonprescription products.

The move marks a significant update for the sunscreen category, which has not seen a new active ingredient added since the late 1990s. According to the FDA, the decision reflects ongoing efforts to support innovation while maintaining the agencys standards for safety and effectiveness.

The FDAs rigorous standards ensure consumers can be confident in the sunscreens and other nonprescription drugs they use, Karen Murry, M.D., Director of the Office of Nonprescription Drugs in CDER, said in a news release. Now, through the best available science and updated regulatory framework, we can work with companies to get innovative products to market in a more efficient manner than ever before.

What is bemotrizinol?

Bemotrizinol is a sunscreen ingredient that has been used in Europe and other countries around the world for years. The FDA says it provides protection against both ultraviolet A (UVA) and ultraviolet B (UVB) rays. The agency also noted that the ingredient has low levels of absorption through the skin into the body.

Based on the data it reviewed, the FDA determined that bemotrizinol is generally recognized as safe and effective for use in sunscreens by adults and children who are at least six months old. The ingredient may be used in sunscreen formulations at concentrations of up to 6%.

The approval came through a process established under the CARES Act, which allows the FDA to update over-the-counter drug monographs through administrative orders. In this case, DSM Nutritional Products LLC submitted a request to add bemotrizinol to the sunscreen monograph. The FDA issued a proposed order in December 2025, reviewed public comments, and has now finalized the change.

What this means for consumers

For consumers, the biggest impact is likely to be greater choice in the sunscreen aisle over time. By adding bemotrizinol to the list of permitted active ingredients, the FDA has opened the door for manufacturers to develop and market sunscreen products that include the ingredient, provided they meet the monographs requirements.

The FDA says the action is intended to support innovation and increase competition in the sunscreen market. While consumers may not see new products appear immediately, the change creates a pathway for companies to bring additional sunscreen formulations to market in the future.

This is a great day for American consumers and everyone who has fought to improve sunscreen options and close the UVA protection gap in U.S. sunscreens, said David Andrews, Ph.D., chief science officer at EWG.

For decades, Americans have used outdated sunscreen tech while the rest of the world moved forward. The approval of bemotrizinol will help change that. The FDAs go-ahead will finally bring more effective, safer sun protection to American store shelves. This is a win that has been a long time coming."

Tomato prices are up 40% here are smart ways to spend less

• Tomato prices are up about 40% over the past year, making them one of the fastest-rising grocery items in America.

• Experts point to higher shipping costs, weather-related crop issues, and a 17% tariff on many imported tomatoes from Mexico.

• Smart ways to save include shopping local, comparing tomato varieties, using canned for cooking, and stocking up when prices drop.

If your summer BLT is suddenly costing more than you remember, you're not imagining it.

According to a recent report from the Associated Press, tomato prices have surged about 40% over the past year, making them one of the fastest-rising grocery items in America right now.

That increase is outpacing many other foods consumers have been complaining about, including coffee, beef, and seafood. And because tomatoes show up in so many meals, the impact is being felt by both shoppers and restaurants.

Why are tomatoes getting so expensive?

The AP reports that higher transportation costs, weather-related crop challenges, and new tariffs on imported tomatoes have all contributed to the spike.

A major factor is America's reliance on tomatoes imported from Mexico. After the U.S. withdrew from a trade agreement that had allowed duty-free tomato imports, many imported tomatoes became subject to a 17% tariff.

Economists interviewed by the AP described the situation as a "perfect storm" of trade policy, weather issues, and higher shipping costs. The result is higher prices at the grocery store.

Shoppers are definitely noticing

Unlike some inflation increases that happen gradually, tomato prices have become highly visible.

Many consumers and restaurants have taken to social media to post photos and videos showing prices that they say are dramatically higher than last year. Some shoppers even reported seeing prices approach $8 per pound for certain varieties.

Tomatoes have become one of those products that consumers buy frequently enough to notice when prices jump. And because they're often viewed as a basic staple rather than a luxury item, the sticker shock can feel particularly frustrating.

Restaurants are feeling the squeeze too

The pain isn't limited to consumers. Restaurants that rely heavily on tomatoes are seeing major cost increases.

According to the AP, sandwich chain Snarf's reported that the cost of a case of tomatoes rose from $27 to $93 in about a year. Company executives estimate the increase will add roughly $1.7 million in annual expenses.

For restaurants already dealing with higher labor costs and rising prices for ingredients like bread and beef, tomatoes have become another challenge. That could eventually translate into higher menu prices for consumers as businesses try to protect their margins.

Will prices come back down?

There is some good news. Supply-chain experts told the AP that tomato prices could ease later this year as more domestically grown tomatoes reach the market.

Higher prices also tend to encourage farmers to plant more crops, which can eventually increase supply and help stabilize prices.

Still, that process takes time, meaning consumers may continue seeing elevated prices throughout much of the summer.

Smart ways to save on tomatoes

If tomato prices are stretching your grocery budget, a few simple strategies can help:

• Buy seasonal and local. Farmers markets and roadside stands often become good deals once local harvests ramp up this summer.
• Compare varieties. Roma, vine-ripened, grape, and heirloom tomatoes can have widely different prices on the same day.
• Consider cheaper canned tomatoes. Settle for canned versions for sauces, soups, and recipes where fresh tomatoes aren't a requirement.
• Freeze extras. If you find a great sale, stock up and buy extra and freeze them for cooking later.
• Start a container garden. Even apartment dwellers can grow tomatoes in pots on a patio or balcony, helping offset grocery costs.