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Horizon Media Study Identifies The “Trust Tax”: How AI Shopping Can Quietly Erode Brand Loyalty

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More than Half of Consumers Distrust AI Shopping Agents — Putting More than a Quarter of Brand Loyalty at Risk

NEW YORK, June 3, 2026 /PRNewswire/ — AI has made shopping faster. It hasn’t made it more trusted. New research from Horizon Media finds that while consumers have broadly adopted AI for product research and price comparison, they remain deeply skeptical of AI making purchases on their behalf — and that skepticism can cost brands. More than half of consumers (68%) already believe an AI shopping agent may not be acting in their best interests. When those consumers have a negative experience with an automated purchase, which happens 40% of the time, their brand loyalty is directly at risk. Researchers at Horizon call this compounding effect the “Trust Tax”: a quantifiable threat to the long-term loyalty of more than 27% of a brand’s customer base.

“The premise that brands might trade short-term conversion gains for long-term loyalty isn’t just a theory; it’s a number,” said Laura Sammartino, SVP Future of Consumer & Culture, Horizon Media. “Twenty-seven percent of your customers are already at risk. That’s not a rounding error.”

Based on a survey of 1,000 AI-active consumers, the report identifies a new behavioral and emotional landscape emerging as shopping shifts from human-led decisions to AI-assisted – and increasingly AI-executed – transactions. Agentic commerce isn’t just a technology shift—it’s a psychological one, and while the industry has focused heavily on what AI can do, there is a broader implication to how consumers feel.

“Our research provides a clear financial warning for brands rushing into autonomous commerce. The premise that brands might trade short-term gains for long-term loyalty is not just a theory; it’s a quantifiable risk,” said Laura Sammartino, SVP Future of Consumer & Culture, Horizon Media. “A staggering 68% of consumers already believe an AI shopping agent may not be loyal to them. This ‘trust gap’ represents a massive segment of any brand’s customer base that is already at risk. When these consumers have a negative or anxious experience with an automated purchase, which our research shows happens 40% of the time, their loyalty is directly threatened.

By applying this ‘anxiety rate’ to the ‘at-risk’ customer base, we can estimate that brands risk the long-term loyalty of more than 27% of their customers. This ‘Trust Tax’ is the direct financial consequence of prioritizing automation over authentic consumer trust.”

Key Findings

The Control Paradox: Consumers want help – but not a handoff. While 70% of consumers are comfortable using AI for deal-hunting, only 33% are comfortable allowing AI to complete a purchase on their behalf.The Automation Hangover: Efficiency comes with an emotional cost. Even when AI delivers a successful purchase, 40% of consumers say they expect to feel anxious or frustrated, and 23% anticipate feeling disconnected from the experience.The Trust Gap: AI loyalty is under scrutiny. A significant 76% of consumers believe AI shopping agents should work for them—but only 27% believe they actually do.

A Shift from Browsing to Optimization

The report finds that AI is quickly becoming the front door to commerce.

82% of consumers have used AI for product research or comparison64% have used AI for price tracking62% have used AI for research90% report satisfaction with AI-assisted shopping experiences

“AI is turning shoppers into optimizers,” said Laura Sammartino, SVP Future of Consumer & Culture, Horizon Media. “The implication is profound: brands are no longer just competing for attention. They’re competing to be selected by an algorithm.”

What This Means for Brands

The report argues that success in the agentic era will not be defined by conversion alone, but by a brand’s ability to preserve trust, control, and emotional connection.

Horizon outlines a strategic framework for brands navigating this shift:

Optimizer: Win in AI-driven environments where price, performance, and efficiency dominateCurator: Guide decision-making with tools that simplify choice and build confidenceGuarantor: Reduce risk and anxiety through transparency, safeguards, and post-purchase reassurance

The New Mandate: Build Trust, Not Just Technology

The brands that win won’t just be the ones that show up in AI recommendations. They’ll be the ones that prove – consistently and visibly – that they are working in the consumer’s best interest.

Methodology
“Agentic Commerce: Building Trust in the New Era of AI Shopping” was developed by Horizon Futures in partnership with Horizon Commerce, Blue Hour Studios, and Horizon SEO. The findings are based on a survey of 1,000 U.S. consumers conducted in March 2026, supplemented by behavioral data and cultural analysis.

About Horizon Media Holdings
Horizon Media Holdings is the privately-held parent company of Horizon Media, the largest U.S. media agency and the largest independent globally, with additional portfolio companies including – Horizon Next (full-service marketing); Horizon Commerce (commerce and digital experiences); Horizon Business (consulting, media and creative); One Horizon (full-service advertising); HS&E (sports and experiential); and Blue Hour Studios (influencer agency). Horizon Media Holdings has a 50/50 partnership with Havas Media Network in the performance-driven agency network, Horizon Global. Horizon Holdings drives enterprise-level innovation, fosters collaboration across its portfolio, and explores new growth opportunities and technology solutions to help its clients navigate the shifting marketing challenges of today and tomorrow. 

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SOURCE Horizon Media

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Great Hearts Arizona Class of 2026 Earns $53.8 Million in Merit Scholarships, Achieves Top Academic Results

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Graduates Post Exceptional College-Going Rates, Strong STEM Interest, and Standout National Scholar Honors Across Phoenix Metro Schools

PHOENIX, July 28, 2026 /PRNewswire/ — Great Hearts Arizona announced that its Class of 2026 achieved one of the strongest academic and scholarship years in the network’s history, earning $53,813,709 in merit-based scholarships and posting exceptional results across GPA, SAT, ACT, and national scholar recognitions.

The 2026 graduating class includes 562 seniors across 12 Great Hearts upper-class academies in the Phoenix metro area, including in Anthem, Buckeye, Chandler, Gilbert, Goodyear, Peoria, Phoenix, and Scottsdale. Students earned an average weighted GPA of 4.14, an average SAT score of 1260 (232 points above the national average), and an average ACT score of 23.7 (4.3 points above the national average).

Ninety-four percent of Great Hearts seniors will immediately attend college, 78% received merit-based scholarships, and 57% plan to pursue STEM degrees. The Class of 2026 also includes six National Merit finalists, 19 National Merit commended students, and 90 National Scholars, continuing the network’s long-standing tradition of producing nationally recognized scholars.

This year’s results reflect the strength of the network’s classical, liberal arts model, said Dan Scoggin, Great Hearts co-founder.

“Our students continue to demonstrate that a Great Hearts education prepares them not only for college, but for a life of purpose, leadership, and intellectual curiosity,” Scoggin said. “The scholarship offers they earned reflect years of hard work, strong character, and the support of dedicated teachers who believe in their potential. We are incredibly proud of the Class of 2026.”

Great Hearts Arizona operates public, tuition-free academies focused on classical education, character formation, and high academic standards. The network serves thousands of students across the state and remains one of Arizona’s highest-performing public-school systems.

About Great Hearts
Great Hearts is a nonprofit and the nation’s largest provider of classical PK–12 education, serving more than 30,000 students across 52 brick‑and‑mortar academies in Arizona, Texas, and Louisiana, along with a national online academy. Great Hearts’ classical curriculum emphasizes advanced academics, languages, arts, and character formation rooted in Truth, Goodness, and Beauty. Learn more at greatheartsamerica.org.

Contact: Hayley Ringle
Phone: 602-499-0352
Email:Hayley@evolveprandmarketing.com

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SOURCE Great Hearts Arizona

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Hyperscale Data Bitcoin Treasury Reaches 1,106 Bitcoin Worth Approximately $71.7 Million

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LAS VEGAS, July 28, 2026 /PRNewswire/ — Hyperscale Data, Inc. (NYSE American: GPUS), an artificial intelligence (“AI”) data center company anchored by Bitcoin (“Hyperscale Data” or the “Company”), today announced that, as of July 27, 2026, it held 1,106.0467 Bitcoin representing an aggregate value of approximately $71.7 million based on the Bitcoin closing price of $64,784 on July 27, 2026.

In aggregate, the Company’s wholly owned subsidiaries, Sentinum, Inc. (“Sentinum”) and Ault Capital Group, Inc. (“ACG”), held 1,106.0467 Bitcoin as of July 27, 2026. From July 20th through July 27, 2026, ACG purchased approximately 15.0000 Bitcoin in the open market. Based on the Bitcoin closing price of $64,784 on July 27, 2026, these collective holdings had an approximate market value of $71.7 million.

“Every Bitcoin we acquire further strengthens Hyperscale Data’s balance sheet and expands our financial flexibility,” stated Milton “Todd” Ault III, Executive Chairman of Hyperscale Data. “A stronger and larger Bitcoin treasury gives us additional options to finance growth, pursue strategic opportunities, and create long-term value for our stockholders. We intend to continue building our Bitcoin position over time.”

For more information on Hyperscale Data and its subsidiaries, Hyperscale Data recommends that stockholders, investors and any other interested parties read Hyperscale Data’s public filings and press releases available under the Investor Relations section at hyperscaledata.com or available at www.sec.gov.

About Hyperscale Data, Inc.

Through its wholly owned subsidiary Sentinum, Hyperscale Data owns and operates a data center at which it mines digital assets and offers colocation and hosting services for the emerging AI ecosystems and other industries. Hyperscale Data’s other wholly owned subsidiary, ACG, is a hybrid private equity firm and operating company that acquires, finances, builds and actively manages businesses across financial services, digital assets, industrial services, hospitality, defense technologies and other sectors.

Hyperscale Data currently expects the divestiture of ACG (the “Divestiture”) to occur in the second quarter of 2027. Upon the occurrence of the Divestiture, the Company would be an owner and operator of data centers to support high-performance computing services, as well as a holder of the digital assets. Until the Divestiture occurs, the Company will continue to provide, through ACG and its wholly and majority-owned subsidiaries and strategic investments, mission-critical products that support a diverse range of industries, including an AI software platform, equipment rental services, defense/aerospace, industrial, automotive and hotel operations. In addition, ACG is actively engaged in private credit and structured finance through Ault Lending, LLC, a licensed lending subsidiary. Hyperscale Data’s headquarters are located at 11411 Southern Highlands Parkway, Suite 190, Las Vegas, NV 89141.

On December 23, 2024, the Company issued one million (1,000,000) shares of a newly designated Series F Exchangeable Preferred Stock (the “Series F Preferred Stock”) to all common stockholders and holders of the Series C Preferred Stock on an as-converted basis. The Divestiture will occur through the voluntary exchange of the Series F Preferred Stock for shares of Class A Common Stock and Class B Common Stock of ACG (collectively, the “ACG Shares”). The Company reminds its stockholders that only those holders of the Series F Preferred Stock who agree to surrender such shares, and do not properly withdraw such surrender, in the exchange offer through which the Divestiture will occur, will be entitled to receive the ACG Shares and consequently be shareholders of ACG upon the occurrence of the Divestiture.

Forward-Looking Statements

This press release contains “forward-looking statements” within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. These forward-looking statements generally include statements that are predictive in nature and depend upon or refer to future events or conditions, and include words such as “believes,” “plans,” “anticipates,” “projects,” “estimates,” “expects,” “intends,” “strategy,” “future,” “opportunity,” “may,” “will,” “should,” “could,” “potential,” or similar expressions. Statements that are not historical facts are forward-looking statements. Forward-looking statements are based on current beliefs and assumptions that are subject to risks and uncertainties.

Forward-looking statements speak only as of the date they are made, and the Company undertakes no obligation to update any of them publicly in light of new information or future events. Actual results could differ materially from those contained in any forward-looking statement as a result of various factors. More information, including potential risk factors, that could affect the Company’s business and financial results are included in the Company’s filings with the U.S. Securities and Exchange Commission, including, but not limited to, the Company’s Forms 10-K, 10-Q and 8-K. All filings are available at www.sec.gov and on the Company’s website at hyperscaledata.com.

 

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SOURCE Hyperscale Data Inc.

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FCM Travel secures landmark 10-year global partnership with Arcadis

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LONDON, July 28, 2026 /PRNewswire/ — FCM Travel has re-signed global design and consultancy organisation Arcadis to an industry-defining 10-year contract.

The agreement represents a significant long-term commitment in the travel management sector and solidifies a partnership built on shared innovation and trust.

The new agreement not only advances strategic planning and programme value but also consolidates Arcadis’s travel, FCM Meetings & Events, and FCM Consulting services under a single partnership.

This long-term alignment means less time lost to admin, more energy on strategic planning, proactive solutions, and future-ready service. Both teams can prioritise user experience, tech, and sustainable programme value, with FCM actively supporting Arcadis at every step.

By signing a 10-year partnership, Arcadis signals a deliberate move to safeguard its travellers, data, and investments. The trust placed in FCM highlights the security and consistency clients need now – credibility, proven worldwide capability, and futureproofing with proven innovation.

“Securing a 10-year partnership with a global leader like Arcadis validates our ‘alternative’ mindset in the corporate travel space,” said Melissa Elf, Global Managing Director, FCM Travel.

“Forward-thinking multi-national enterprises want a partner who will challenge the status quo and evolve with them. This level of commitment allows the implementation of a strategic, long-view innovation plan that isn’t possible within standard three-year cycles.”

Arcadis has been an FCM customer for three years and travels to over 25 countries worldwide. With the FCM Platform, Arcadis gains access to predictive analytics, global standardisation, and integrated meetings, events, and consulting.

Jo Lloyd, Global Head of Account Management for FCM Consulting, said the extension proved the value of the company’s approach. “Going from a three-year deal to a ten-year deal is thanks to the journey FCM is on and the belief we have in working with customers for dual progression.”

Ian Spearing, Arcadis Director of Travel, said the 10-year agreement was a testament to FCM’s reputation and credibility.

“Our long-term partnership with FCM is a strategic investment in collaborative innovation and service excellence. By working together, we’re able to deliver scalable, sustainable growth and streamline our operations to efficiently meet our clients’ evolving needs.

“This agreement ensures our teams have the right tools and support to deliver high-quality outcomes, enabling us to work more effectively with our clients and strengthen our supplier relationships.”

“In a service-led travel industry, it’s also about pushing boundaries and challenging the status quo, progressively building our travel function as a value driver for the business, not just a cost.”

ENDS

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