Where Consumers Draw the Line with AI Shopping?

AI shopping is accelerating, but consumers remain cautious about how much control they will surrender. Studies from Capgemini, Bain, and Checkout.com show strong interest in using AI for discovery—searching, comparing, filtering—but far less comfort when AI begins making purchases independently. While 71% of global consumers welcome generative AI in retail, only 24% of Americans would allow an AI agent to transact on their behalf.
Consumers trust AI with routine, low-stakes purchases but resist in emotion-driven categories like fashion, luxury, and gifting. Younger shoppers are more open to delegation, yet even they expect transparency and final approval. Across markets, trust remains the defining constraint: fears of fraud, data misuse, and accountability persist, and satisfaction with AI tools is slipping as expectations rise.
For now, AI shopping can streamline the mundane, but human oversight still sets its boundaries.

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