Retailers are rolling out AI shopping assistants, but many consumers aren’t ready to hand over control. A new Omnisend survey found that 66% of shoppers would not let AI make purchases for them, even if it meant getting a better deal.
Privacy concerns are a major factor, with 58% of respondents worried about how AI handles their personal data. Meanwhile, 42% feel AI shopping assistants act more as sales tools than helpful guides. While some consumers see benefits—38% appreciate AI-powered recommendations, and 31% say it helps them find products faster—many remain wary of its influence over purchasing decisions.
Greg Zakowicz, senior e-commerce expert at Omnisend, said: “Consumers are open to AI enhancing their shopping experience, but there’s a big difference between receiving personalised recommendations and handing over full purchasing control. Large-scale adoption of AI-driven purchasing requires a fundamental shift in consumer behaviour — and that’s not happening anytime soon. Shoppers want to know exactly what they’re buying, whether it’s a size, color, or brand. Trusting an AI to make those decisions autonomously is a tough sell.”
Poor chatbot experiences and irrelevant recommendations have led 39% of shoppers to abandon purchases. Nearly half (48%) say AI should focus on improving customer service instead of making automated buying decisions.
Retailers looking to integrate AI effectively will need to address these concerns. Transparency around data use, better customer control over AI interactions, and improvements in reliability could make AI more appealing. For now, many shoppers see it as more of a marketing tool than a trusted assistant.