Observed Signal · May 1, 2026 · Research Report · Source: https://martech.org/feed/ · Impact: 3/5 · Sentiment: Neutral
AI Shopping Adoption Grows, But Trust Limits Transactions
New data reported by MarTech from Exploding Topics (May 1, 2026) shows widespread consumer use of AI in shopping—77.6% used AI for shopping in the past six months and over 43% used it weekly—but a clear trust ceiling prevents AI from completing purchases. About 68.64% of users say AI influenced a purchase they otherwise would not have made, yet more than half of consumers are uncomfortable with AI storing payment card details and most would allow AI to spend $0 autonomously (frequent users typically cap autonomous spend at $50 or less). The findings imply AI is established as a decision-layer for research and consideration, while transactions remain under human control, increasing the importance of visibility in AI-generated recommendations and generative engine optimization for marketers.
Provides actionable consumer-behavior data on AI adoption and trust in commerce that affects marketing measurement, discoverability (GEO) and checkout/transaction strategies across e-commerce and adtech.
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Key Takeaways & Evidence Grounding
- Exploding Topics data reported by MarTech: 77.6% of consumers used AI to help with shopping in the past six months.
- More than 43% of consumers reported using AI for shopping on a weekly basis.
- About 68.64% of users said AI influenced a purchase they would not have made otherwise.
- More than half of consumers are uncomfortable with AI storing their card details; the most common autonomous spend allowed is $0.
- Frequent AI shoppers typically cap the amount they would let AI spend autonomously at $50 or less.
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Related Market Signals & Shifts
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AI Personalization Faces Clear Consumer Limits
MarTech summarizes findings from Omnisend’s “AI Shopping Report” showing that U.S. shoppers are willing to share certain behavioral data (browsing, purchase history, location) to get better AI-driven recommendations, but that willingness has clear boundaries. Consumers trust AI-driven discovery when the value is obvious, yet react strongly against practices perceived as unfair or opaque — notably personalized pricing, undisclosed sponsored recommendations, and autonomous purchases. The report quantifies those limits (e.g., 70% would disengage over price discrimination) and finds a rising role for AI in product discovery (some users prefer ChatGPT recommendations to traditional search). The article concludes that transparency, clear explanations and user control will determine adoption more than model sophistication.
Consumers Trust AI Advice but Not AI Purchases
A survey by ACI Worldwide of over 3,300 U.S. and U.K. consumers reveals that only 7% of fashion shoppers would allow an AI assistant to make purchases without approval, while 53% are uncomfortable with AI making purchases on their behalf. Consumers value AI for tasks like price drop alerts and cross-retailer comparisons, but want to retain control over final purchase decisions. The article highlights that retailers can build loyalty by embedding AI assistants in their apps for order tracking, returns, and promotions. Privacy concerns remain significant, with 53% of global consumers worried about AI-enabled support posing privacy risks, according to Qualtrics XM Institute. Experts suggest framing AI as a 'better editor' that narrows options rather than a decision-maker, emphasizing the importance of trust and transparency.
Riskified Survey: Consumers Resist AI-Controlled Shopping
Riskified released the Q1 2026 edition of its Agentic Commerce Pulse, a survey of consumers in the United States and the United Kingdom that finds broad adoption of AI for product discovery but declining comfort with AI autonomy in purchases. Key results include 61.5% using AI for discovery, 55.0% uncomfortable with AI making purchases, and 53.9% believing AI could increase online fraud. Respondents also demand stronger transaction safeguards (73.9%) and place primary liability for unauthorized AI-driven purchases on AI platforms (50.8%). Riskified says the findings show a widening gap between AI adoption and consumer trust, with implications for merchants, authentication, fraud prevention, and accountability as agentic commerce evolves.
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