A recent survey by Omnisend reveals that nearly nine-in-ten U.S. shoppers are willing to exchange personal data for improved product recommendations, with trust in artificial intelligence (AI) surging in the online shopping space. The survey, which polled 1,072 consumers, shows that acceptance of AI tools managing checkouts has soared from 34% to 80% over the past year. This shift reflects a growing belief that AI can enhance the shopping experience by simplifying decision-making in an increasingly cautious economic environment.
“In a tight economy, shoppers spend more time proving a purchase is worth it. They compare prices, read reviews, look for better options, and still second-guess at checkout. AI can help reduce the effort it takes to feel confident about spending,” said Bernard Meyer, AI Operations Manager at Omnisend. “It’s no wonder that consumers are being more open to it.”
Despite this increasing openness to AI, consumers remain wary of certain applications, particularly when it comes to personalized pricing. A significant 70% of respondents expressed that they would disengage from, complain, or leave negative feedback about retailers that employ AI to tailor prices based on individual shopping behavior.
The Omnisend study indicates that a robust 80% of U.S. shoppers are now amenable to AI facilitating final transactions. This marks more than a doubling of acceptance since February 2025. While many shoppers still prefer to have some level of control, with 29% favoring final approval and 22% advocating for limits on small purchases, a noteworthy 29% are mostly or fully comfortable allowing AI to complete transactions independently. An additional 16% would permit automatic reorders without prior review.
This transformation in consumer behavior is already evident. Following the release of in-platform checkout features, 38% of respondents reported completing purchases directly within ChatGPT, illustrating a tangible shift toward integrating AI into the retail experience. Moreover, 88% of shoppers indicated they would consider sharing personal information with AI tools in exchange for more relevant product suggestions, including location data (34%) and email receipts (32%).
Despite this growing trust, concerns about data usage persist. Approximately 86% of consumers express some level of anxiety regarding the role of AI in e-commerce, with 45% voicing worries about how their data will be collected and utilized. Other concerns include the potential for biased AI recommendations (28%) or recommendations that are influenced by paid placements (28%).
Personalized pricing remains a significant red flag for consumers. The practice, where AI adjusts prices based on a shopper’s behavior, location, or purchase history, has drawn criticism for creating potentially unfair pricing disparities among customers. A compelling 70% of respondents stated they would take action against retailers that engage in this practice.
“AI promises fewer steps between intent and purchase, but the ‘one interface’ future only works if shoppers believe the recommendations are earned, not bought, and that the data behind them won’t be used against them,” Meyer emphasized.
For retailers, the findings signal a pressing need to adapt to this evolving landscape. With 40% of U.S. shoppers intending to utilize AI more in the future, it is evident that AI’s presence in e-commerce is not a passing trend. Meyer advises retailers to enhance their websites to facilitate AI navigation, recommending the addition of clear content that highlights their brand’s unique value and target audience. Such measures could prove vital as AI increasingly plays a role in the purchasing decisions of consumers.
“Our data shows consumers are becoming increasingly comfortable letting AI assist with shopping decisions,” Meyer noted. “As that trust grows, AI usage will increase on both sides — people will trust AI on websites more, but also spend less time manually browsing and instead delegating the work to AI agents that can compare products and surface the best option instantly. For e-commerce brands, that means preparing for a future where they’re selling not just to people, but also to the AI systems acting on their behalf.”
The survey was conducted by Cint in late January of 2026, and its findings underscore the dual nature of consumer attitudes toward AI in shopping: a willingness to embrace the technology for efficiency, tempered by significant caution regarding its implications for data privacy and fairness.
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