Blackhawk Network (BHN), a global branded payments leader, today released new research surveying 694 U.S. business leaders responsible for incentives, commerce and branded payments, finding that artificial intelligence could fundamentally change how consumers discover, select and purchase gift cards. The findings are pertinent as businesses prepare for a future where AI assistants will act on a shopper’s behalf.

According to BHN’s AI & Branded Payments Study*, 42% of the payments leaders surveyed believe that by 2030, AI will most likely reshape consumers’ path to purchasing gift cards through an AI concierge. This assistant will recommend a gift card, select the value and send it—without the consumer ever visiting the retailer’s website or app. Another 32% expect AI will recommend gift cards based on a recipient’s interests, past purchases and preferences, while 24% expect AI assistants to purchase and deliver the right gift card for preapproved occasions.

“AI has the potential to change not only how consumers find the right gift, but how that purchase ultimately gets made,” said Talbott Roche, CEO and president of BHN. “As AI assistants take a more active role in shopping, brands will need to consider how they remain discoverable, relevant and connected to customers when agents are helping determine what gets purchased.”

Businesses are already beginning to prepare for that shift. Twenty-three percent of the payments leaders surveyed said they are building or piloting for agentic commerce, while another 47% are actively exploring what it means for their branded payments programs. Twenty-two percent are aware of agentic commerce but have not yet taken action, while just 8% said they are not thinking about it yet.

The findings suggest AI could also emerge as a new distribution channel for branded payments. Additionally, AI will more effectively integrate gift cards into shoppers’ lives. For instance, an AI assistant could surface an existing gift card when a consumer is shopping at a relevant retailer, or proactively suggest an appropriate gift card and budget for an upcoming loved one’s special occasion. As AI assistants become capable of moving consumers from recommendation to purchase within a single interaction, brands will need to make gift cards and stored value easier for AI systems to find, understand and confidently recommend.

“For brands, the broader opportunity is to make stored value more useful in the moments when consumers are ready to act, while still giving them transparency and control over the experience,” Roche said.

Thirty-five percent of businesses surveyed also identified customer experience as an area where they expect AI to have the greatest impact on branded payments by 2030. The research found businesses are looking for better data and analytics and more personalized gifting experiences as they consider how to put AI to work within their programs.

Download BHN’s AI & Branded Payments Study here.

*BHN’s U.S. AI & Branded Payments Study was an online survey conducted between April and June 2026. The sample included 694 respondents responsible for incentives, commerce and branded payments.

About Blackhawk Network (BHN)

Today, through BHN’s single global platform, businesses of all kinds can tap into the world’s largest network of branded payment solutions. BHN helps businesses grow revenue, increase loyalty, motivate and reward their teams, disburse funds and engage consumers. Branded payment solutions include the issuance and distribution of gift cards, eGifts, corporate payouts and rewards, along with the technology to deliver these products in seamless, integrated ways. BHN’s network spans the globe with more than 400,000 consumer touchpoints.

BHN’s direct-to-consumer gift card marketplace, Giftcards.com, is America’s highest-rated online gift card destination, with more than 45,000 verified reviews and more than $2 billion in gift card sales.

Learn more at BHN.com.

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