Majority of consumers feel 'emotionally manipulated' by AI shopping assistants
Three-in-10 (30%) respondents said they purchase eco-friendly products through guilt-based recommendations from AI assistants. A quarter (25%) buy health and wellness items, while 20% opt for charitable goods.
And consumers are aware that their behavior is being impacted. Twenty percent are very aware of emotional manipulation tactics, while 40% somewhat aware, and another 40% neutral or unaware.
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“AI shopping assistants have an incredible ability to personalize the shopping journey, but there’s a risk of crossing ethical boundaries,” said Veiga. “Retailers should focus on fostering positive emotions like excitement and curiosity rather than exploiting vulnerabilities like guilt and FOMO. When done ethically, emotional commerce can enhance customer trust and loyalty.”