Retailers are being urged to prioritise transparency and human oversight as AI-powered shopping assistants become increasingly embedded in the online customer journey.
Research from Exploding Topics by Semrush found that while 78% of consumers have used AI to support shopping decisions in the past six months, only one in three would trust AI to actually make purchases on their behalf.
The findings highlight a growing tension between innovation and consumer confidence as major retailers accelerate deployment of AI shopping tools. Platforms such as Amazon’s Rufus and Walmart’s Sparky are already reshaping product discovery and customer engagement, but concerns are mounting around accountability, data privacy and automated purchasing.
Recent controversy has intensified scrutiny. Target has reportedly updated its terms of service to make customers financially responsible for errors made by its AI assistant, while Walmart has faced criticism over claims that AI shopping tools can significantly increase customer spending.
Industry experts warn that the issue is not AI itself, but how it is implemented. Consumers are already comfortable using generative AI for recommendations and customer service queries, but concerns increase when automation moves closer to payment and purchasing decisions without sufficient safeguards.
Key trust concerns identified include AI assistants making purchases without explicit approval, unclear terms and conditions, lack of escalation pathways to human support and insufficient transparency around recommendations or data usage.
For retailers, the challenge is becoming one of governance as much as technology. As AI systems gain greater autonomy, businesses risk reputational damage if customers feel manipulated, financially exposed or unclear about how decisions are being made.
Transparency is emerging as a critical differentiator. Experts say consumers increasingly expect retailers to explain why products are recommended, how personal data is being used and where responsibility lies if errors occur.
The findings also reinforce the growing importance of ethical AI frameworks within digital commerce strategies. Human oversight, opt-in controls and clear accountability processes are likely to become essential for maintaining trust as AI shopping experiences evolve.
Photo by Marques Thomas on Unsplash
