What Brands Need to Know About AI and Shopper Trust

What's happening:

AI is becoming a regular part of the online shopping experience, with tools quietly integrating into how people browse, compare, and purchase products. From personalized recommendations to virtual try-on tools, retailers are leveraging AI in an attempt to create smoother, more tailored shopping journeys. While these tools are designed to enhance the online shopping experience, their emergence is taking place against a backdrop of rising consumer awareness and curiosity about how AI shapes their interactions with brands and retailers online, raising questions about transparency, trust, and data use.

What we found:

• 52% agree that they understand how AI decides what to show them when shopping, though fewer people agree that they trust AI to make fair and unbiased recommendations (43%).  
• Men report feeling more comfortable with various AI-powered tools, but they are also more likely to have taken steps to limit personalization or data usage from these AI tools (51%) compared to women (37%), indicating a proactive stance in controlling how their data is used. 
• Consumers want AI on their terms: 42% would prefer AI to assist only when prompted and not be too prominent.

Why it matters:

AI’s growing role in online shopping may bring benefits in convenience and personalization, but it’s also met with a measured consumer response. People are open to using AI, but they want transparency, control, and the ability to opt in rather than be passively influenced. The data shows that comfort doesn’t always equate to trust, especially as even tech-forward consumers take steps to guard their privacy. For brands, this signals an opportunity to lead with clarity: clearly communicating how AI is used, offering customizable experiences, and respecting boundaries can help build trust and loyalty. As AI becomes more deeply embedded in the retail experience, it’s the brands that prioritize user agency and transparency that will stand out.

(N=949, MoE ±3.18%, 95% CI,

Data Collected: June 6-8 2025)

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