As the holiday season concludes, new data from AI-native customer experience (CX) leader Ada suggests that the returns process has become a “make or break” moment for brand loyalty.
According to the research, retail returns are no longer a peripheral concern but a high-stakes interaction that 60% of shoppers are now willing to entrust to AI-powered agents.
The findings highlight a significant shift in consumer expectations. With 55% of shoppers having already made or planning to make a return post-holidays—and 21% returning items more than once a month—the “return” has evolved into a recurring pillar of the customer journey.
The High Cost of Return Friction
Despite the frequency of these interactions, many brands are failing to meet the mark. While some consumers report being “somewhat satisfied,” Ada’s data reveals that only 36% are “very satisfied” with their returns experience. This lack of excellence carries a heavy price tag: 57% of consumers stated that a poor returns experience would impact their likelihood of purchasing from that brand again, regardless of their past loyalty.
The research identified three primary friction points currently eroding the customer experience:
- Unexpected return fees (42%)
- Shipping inconveniences (41%)
- Unclear return policies (32%)
During peak periods, these bottlenecks do more than just frustrate customers; they place immense pressure on support teams, often leading to a total breakdown in service quality.
The Rise of the AI Agent
When it comes to resolving these issues, speed and low effort are the top priorities for modern shoppers. While self-service remains the most preferred channel (31%), there is a growing appetite for “agentic” solutions.
While only 12% of consumers currently prefer traditional chatbots, 60% say they would use an AI agent if it could provide instant answers and process a return immediately. This suggests that the demand for accuracy and resolution is outpacing the desire for human-only interaction.
Mike Murchison, CEO and co-founder of Ada, commented on the shift:
“Customers’ expectations are higher than ever, and brands are working to step up. Our research shows that what is most important to customers, above and beyond anything else, is to have a frictionless experience that results in a quick resolution. Agentic experiences are the fastest way to deliver on that.”
Bridging the Trust Gap
Despite the enthusiasm for AI, the report notes that trust remains a hurdle. Consumers expressed concerns that AI might be less efficient than a human (24%), fail to understand complex issues (22%), or provide inaccurate information (21%).
However, the data suggests a path forward through a hybrid approach. Rather than replacing humans entirely, 35% of respondents want AI to act as the first line of defense, only escalating to a human after a failed interaction. Only 31% of shoppers still insist on immediate human support.
Turning Returns into a Competitive Advantage
Ada’s research indicates that returns should no longer be viewed as a back-office burden but as a primary CX opportunity. With 45% of consumers already comfortable using AI for returns—and another 29% remaining neutral—the market is primed for brands that can deliver reliable, transparent, and automated support.
As seasonal spikes become more volatile, the brands that leverage AI to eliminate uncertainty and meet customers in their preferred channels will be the ones to protect their bottom line and secure long-term loyalty.
Methodology: The survey of 1,000 U.S. consumers aged 18 and older was commissioned by Ada and conducted by Dynata in January 2026. The study explored consumer attitudes toward AI customer service and pain points associated with the 2025 holiday return season.