As artificial intelligence rapidly integrates into e-commerce, many retailers are scrambling to release AI-driven shopping assistants, chatbots, and automated purchasing systems. However, new data found that consumers aren’t ready to hand over control of their wallets just yet.
A survey from marketing automation company Omnisend found that 66 per cent of consumers would refuse to let AI make purchases on their behalf, even if it meant getting a better deal. While shoppers recognize AI’s benefits in enhancing the browsing experience, they draw the line when it comes to AI making final purchasing decisions.
Personalized product recommendations were cited as the most useful AI-powered feature by 38 per cent of shoppers, while 31 per cent appreciated AI’s ability to help them discover products faster.
“Consumers are open to AI enhancing their shopping experience, but there’s a big difference between receiving personalized recommendations and handing over full purchasing control,” said says Greg Zakowicz, senior e-commerce expert at Omnisend.
“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, colour or brand. Trusting an AI to make those decisions autonomously is a tough sell.”
While AI holds the promise of making shopping smarter, many consumers remain skeptical about its true intent and effectiveness. According to the survey, 42 per cent of shoppers say that a flurry of targeted ads is the main drawback of e-commerce AI in its current state, reinforcing the perception that AI serves the retailer’s bottom line more than customers’ needs.
Additionally, 58 per cent of consumers are worried about how AI handles their personal data, with 28 per cent expressing distrust in any company’s data handling practices.
Beyond trust concerns, consumers aren’t convinced AI is “smart” enough to handle key parts of the shopping experience. Two in five (39 per cent) of shoppers have abandoned purchases due to frustrating AI interactions, such as inaccurate recommendations or poor chatbot experiences. Nearly half (48 per cent) believe AI should focus on improving customer service rather than making automated purchase decisions.
“AI is a tool that’s only as good as the problems it solves. As companies race to integrate AI into their customers’ shopping experiences, they need to be more focused on its problem-solving qualities versus its potential. Providing poor experiences, whether by AI or a human, will result in lost sales,” Zakowicz said.
As AI becomes more pervasive in the retail space, the challenge for brands isn’t just about adopting new features, but about adopting them responsibly. The survey suggested that there is opportunity and significant risk in how retailers deploy AI. Trust-building must be a priority, with retailers being transparent about data usage and giving customers granular control of their information. Integrating AI in a way that genuinely benefits shoppers and not just boosts sales reinforces that trust.
Relevant recommendations can improve the shopping experience, but excessive retargeting pushes consumers away, the survey found. Providing shoppers control over how and when they receive suggestions reduces the “creepiness” factor.
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