Many retailers are scrambling to release AI-driven shopping assistants, chatbots and automated purchasing systems. However, a recent survey of just over 1000 consumers by e-marketing firm Omnisend reveals that consumers aren’t ready to hand over control of their wallets just yet.
Specifically, the survey found that 66% of consumers would refuse letting AI make purchases on their behalf even if they get a better deal, despite recognizing AI’s benefits in shopping. When asked which current AI-powered features they found most useful, 38% of shoppers cited personalized product recommendations, while 31% said AI helps them discover products faster.
However, while consumers appreciate AI’s ability to enhance the browsing experience, they draw the line when it comes to AI making final purchasing decisions for them.
“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,” says Greg Zakowicz, a Senior Ecommerce Expert at Omnisend. “Large-scale adoption of AI-driven purchasing requires a fundamental shift in consumer behavior — 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.”
Here’s what the survey findings mean for brands moving forward, Zakowicz says:
- Trust-building must be a priority. Retailers must be transparent about data usage and give customers granular control of their information. Integrating AI in a way that genuinely benefits shoppers and not just boosts sales reinforces that trust.
- Personalization vs. intrusiveness. Relevant recommendations can improve the shopping experience, but excessive retargeting pushes consumers away. Providing shoppers control over how and when they receive suggestions reduces the “creepiness” factor.
- The need for human-centered AI. Chatbots can handle common questions efficiently but must escalate complex issues to real people. Solutions based on actual customer needs come across as supportive rather than purely sales-driven.
- Consumers demand reliability. Repeated AI errors quickly erode trust. Retailers that continuously refine their AI tools and address user feedback can significantly boost performance.
Click here for more from the survey.