Interest in artificial intelligence among consumers is on the rise, particularly for finding deals online. However, according to a recent survey, most people are not ready to relinquish control and let AI make purchases entirely on their behalf.
AI Autonomy in Shopping Faces Significant Resistance
ACI Worldwide surveyed over 3,300 consumers in the U.S. and U.K. The results revealed that while AI recommendations and deal-finding capabilities are widely welcomed, only a limited number of shoppers are prepared to let these systems complete transactions without their input. Last week’s survey showed that just 7% of fashion shoppers would allow an AI assistant to make purchases for them without explicit consent.
Meanwhile, 53% of those surveyed said they were not comfortable with any scenario where AI would carry out purchases on their behalf. Another 14% reported that if they used AI for shopping assistance, they would insist on reviewing and manually approving every proposed purchase.
Preference for AI Assistance Rather Than Full Control
The primary appeal of AI for shoppers is in cost-saving, not in giving up purchasing decisions. Features such as alerts for price drops and price comparisons between retailers ranked highest in value for consumers, helping them locate the best deals and save the most money. Other industry research has also shown that these functionalities are considered tools to support, rather than take over, shoppers’ decisions. (More on how consumers use AI shopping tools.)
Marie Driscoll, president of the Retail Marketing Society, stated that customers are unwilling to “give up that volition,” emphasizing that personal choice remains essential in shopping. Many experts agree that AI will best serve shoppers by aiding the selection process and narrowing down choices while leaving the final decision to the buyer. Isabelle Zdatny, who leads thought leadership at Qualtrics XM Institute, described AI’s function as assisting with option curation, not replacing consumers entirely.
Ongoing Challenges: Trust and Privacy
Consumer skepticism about privacy continues to be a top barrier to greater AI adoption. According to research by Qualtrics XM Institute, 53% of consumers worldwide are concerned about privacy risks linked to AI-powered support. Zdatny pointed out that only about two out of every five consumers are confident that organizations behave responsibly with their data.
This diminishing trust is part of a broader pattern. Citing Edelman’s Trust Barometer, Driscoll observed that people’s faith in brands and organizations has broadly decreased. In the current climate, loyalty is believed to rely more heavily on the standard of service—regardless of whether it comes from a human, retailer, or AI system—than in the past.
How Retailers Can Earn Loyalty with Thoughtful AI Solutions
Despite these obstacles, retailers have opportunities to build trust and retain customers by introducing AI features focused on service and convenience. The ACI Worldwide survey highlighted that AI offerings such as order tracking, management of returns, timely promotional notifications, and secure saving of payment information are well-liked by shoppers. (More about consumer trust in AI for shopping tasks.)
In fashion retail, consumers want AI systems that serve as personalized curators—suggesting selections based on their preferences and providing explanations for recommendations, such as material choice or how an item coordinates with previous buys. Driscoll advised that the true value of AI lies in going beyond price checks to explain relevance in terms meaningful to shoppers, like fit, stretch, or compatibility with items they already own.
As artificial intelligence evolves, the success of brands and retailers will depend on striking the right balance: empowering shoppers with useful, intelligent tools while maintaining privacy and leaving decision-making firmly in customers’ hands.