Consumers are becoming increasingly comfortable with allowing artificial intelligence systems to manage parts of their shopping experience, according to new industry research examining how people interact with AI-powered purchasing tools.
The research surveyed tens of thousands of consumers across multiple international markets and found that many people are willing to rely on personal AI agents for certain buying decisions. These AI agents represent a shift beyond traditional chatbots or recommendation engines. Instead of simply answering questions, they are designed to complete tasks on behalf of users, such as finding products, comparing options, handling customer service requests, managing recurring orders, and assisting with transactions.
The findings suggest that shoppers are not necessarily looking to give up complete control. Instead, they appear more interested in handing over repetitive tasks that require time and attention but involve relatively low personal risk.
Many consumers said they would trust an AI assistant to manage routine activities such as searching for better deals, renewing subscriptions, resolving common complaints, or reordering frequently purchased items.
This indicates that AI adoption in commerce may develop through gradual delegation rather than immediate full automation. People are more likely to allow AI systems to handle practical decisions when the process feels predictable and easy to reverse.
A significant portion of respondents said they would allow an AI agent to recommend or select products based on specific preferences and restrictions. These boundaries could include spending limits, preferred brands, product requirements, or other personal rules defined by the user.
In these situations, the AI system acts more like a decision-support partner. It narrows choices, evaluates alternatives, and suggests the most suitable option, while the customer keeps the ability to review the final decision before completing the purchase.
However, fewer consumers are ready for completely independent AI purchasing. Only a smaller share of respondents expressed willingness to allow an agent to complete transactions without human approval.
The payment stage remains one of the most sensitive parts of the shopping journey. Many consumers prefer to maintain direct involvement when money is being spent, even if they are comfortable allowing AI to handle earlier stages such as research, comparisons, and product discovery.
Trust depends heavily on how AI systems are designed. Consumers want clear privacy protections, adjustable permissions, easy ways to cancel actions, and transparency about how decisions are made.
People are generally more willing to use AI agents for activities that feel inconvenient or repetitive. Negotiating prices, tracking orders, managing subscriptions, and handling service problems are areas where consumers appear more open to automation.
On the other hand, purchases connected to personal identity, lifestyle, or emotional preferences remain more human-driven. Someone may allow an AI assistant to restock household supplies but still prefer choosing a vacation, fashion item, or special experience themselves.
This changing behavior creates new challenges for brands and retailers. As AI agents become part of the buying process, companies will need to ensure that their product information is easy for automated systems to understand and evaluate.
AI agents will increasingly compare products based on factors such as price, availability, specifications, customer service quality, and reliability. Brands that provide accurate and structured information may have a better chance of being recommended by these systems.
The role of brand loyalty is also changing. Many consumers still want their AI tools to consider preferred companies, but some are open to switching brands if the system identifies a better option.
AI-powered shopping could make competition more dynamic because agents may compare products across multiple sellers instead of relying on a single platform or familiar brand.
A growing number of consumers also want AI assistants that can operate across different providers. Instead of manually checking several stores, airlines, hotels, or service providers, shoppers expect AI tools to coordinate complex purchases from start to finish.
This could significantly change how businesses compete. Companies may need to focus not only on attracting human customers but also on becoming visible and understandable to the AI systems making recommendations.
Clear pricing, accurate inventory information, reliable delivery, and verified product details will become increasingly important because AI agents will depend on these signals when evaluating options.
The research also suggests that generative AI may influence a large portion of consumer spending decisions in the near future. Many shoppers expect AI tools to become part of their regular buying process, helping them decide what to purchase and where to spend money.
AI assistants may also influence consumer behavior by encouraging healthier choices, better budgeting, or more intentional purchasing. Some users report that AI recommendations increase their confidence enough to consider higher-value products or expand their purchases.
For businesses, this means AI could become a new influence point in the customer journey. Instead of interacting only with people, brands may increasingly need to communicate with the intelligent systems helping people make decisions.
Despite the rise of digital assistants, physical stores are unlikely to disappear. Many consumers believe AI will change the purpose of physical retail rather than eliminate it.
Stores may become more focused on experiences, discovery, and personal interaction, while AI handles tasks such as comparison, planning, and routine purchasing decisions.
The overall trend suggests that consumers are not rejecting AI in shopping. Instead, they are defining where they want automation and where they want human control.
The future of AI-powered commerce will likely depend on balance: giving customers helpful automation while preserving transparency, choice, and trust throughout the buying experience.
