AI might be everywhere in eCommerce right now—but when it comes to making actual buying decisions, most people still want to call the shots.
A recent Omnisend survey of over 1,000 U.S. consumers reveals a telling divide: while 34% say they’d let AI assistants make purchases for them, the majority—around two-thirds—aren’t ready to surrender control, even for a better deal. That hesitation? It’s not just about algorithms or logic. It’s about trust.
Sure, people recognize the upsides. About 38% of respondents say AI-powered recommendations are genuinely helpful, and 31% admit they enjoy the faster shopping experience. But beyond the surface-level convenience, there’s a deeper concern that keeps shoppers from going all in: data privacy. And let’s be honest—who doesn’t get a little uneasy wondering where their personal data ends up?
More than half of those surveyed are actively worried about how their information is handled. In fact, 28% express zero trust in brands’ data practices. That’s not skepticism. That’s straight-up distrust. And in the age of smart assistants and predictive shopping, it’s a massive red flag for retailers pushing toward automation.
But data issues aren’t the only sore spot. AI’s actual performance leaves a lot to be desired, too.
Roughly 39% of shoppers have abandoned purchases due to awkward or irrelevant AI interactions—think clunky chatbot replies, odd product suggestions, or feeling like you’re trapped in a loop with a machine that just doesn’t get it.
And don’t even get people started on the lack of human support.
40% said they’re frustrated when no real person is available to help. Another 21% question the accuracy of AI-driven suggestions altogether. It’s not just a tech problem—it’s a trust and experience issue rolled into one. Because let’s face it, no one wants to get stuck in a feedback loop when they just want to find the right size shirt.
The face of the matter is that most people want support, not sales pressure. It’s basically similar to saying “Just show me where the outfits are, and leave me to it”.
Nearly half the respondents said they’d rather see AI used to enhance service quality than to push aggressive sales tactics or make decisions for them. It’s clear: shoppers aren’t anti-AI—they’re just wary of giving it too much power too soon. They want helpful nudges, not full-blown takeovers.
As Greg Zakowicz, Senior Ecommerce Expert at Omnisend, puts it, “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.”
And honestly? He’s got a point. The idea of a digital assistant choosing your brand, size, and color for you might work in theory—but in practice, it’s a tough sell.
Retailers looking to close this trust gap need to dial it back a notch. Instead of rushing toward full automation, the smarter move is to focus on transparency—clearly explain how data is used, keep customers in control, and blend AI tools with good old-fashioned human support.
The takeaway? Use AI to assist, not replace. Because at the end of the day, shoppers aren’t asking for robots—they’re asking for relevance.
Zakowicz sums it up perfectly: “AI is a tool that’s only as good as the problems it solves. If it creates new ones instead? That’s a lost sale waiting to happen.”
