Trust, privacy concerns holding back consumers from AI shopping tool adoption
Consumer interest in artificial intelligence is strong, but trust still remains a barrier to full adoption.
Only 39% of Americans trust AI agents to make everyday purchases on their behalf, and only 34% are comfortable with AI-driven purchasing for larger items, according to marketing experience company Quad’s "The New Rules of Retail Trust in the Age of AI" survey.
Three-quarters (75%) of respondents said they would trust AI agents less if their recommendations were swayed by brand dollars, and the same percentage would trust brands less if they paid to influence AI agents.
Most Americans (54%) find allowing AI access to their shopping history unappealing, and a greater percentage (73%) feel uneasy about how AI might use personal shopping data. Being an informed shopper is more important today than it was a year ago for nearly three-quarters (73%) of consumers surveyed.
Despite concerns about privacy, 74% of Americans are now aware of agentic AI shopping technology. More than half (51%) of consumers said they would rather use AI-powered shopping tools to reduce the risk of making a bad purchase, while a larger percentage (62%) of Gen Z and millennials said the same. Two-in-three shoppers use AI for spotting pricing inconsistencies, while three-in-five say AI helps them stay on budget and helps narrow choices faster.
"Consumers are scrutinizing value more closely and questioning who, or what, is shaping their purchase decisions," said Heidi Waldusky, Quad's VP of brand and integrated marketing. "AI offers real promise for efficiency and personalized service to make life easier, but any hint that AI shopping is quietly steering users toward paid influence could confirm a fear that the system isn't on our side."
[READ MORE: Retailers 'stuck' in exploring, planning phases of AI integration]
Additional highlights from Quad’s survey includes the following:
•81% of Americans say a great in-store experience with a brand makes them more confident trying new products from that brand online.
•81% agree that it is easier for brands to misrepresent product quality online than it is in-store.
•71% of respondents note that personalized online pricing (e.g., "surveillance pricing") makes them want to shop in stores, where everyone pays the same price.
•Younger consumers are more likely to actively use AI tools during shopping experiences, with majorities of Gen Z (52%) and millennials (55%) saying they use AI in store for real-time help (compared to 39% overall).
"The opportunity for brands is to build brand trust through their physical stores and products, while seamlessly and transparently integrating the AI technology in a way that makes those real-life spaces and experiences better for shoppers," added Waldusky.
Quad’s "The New Rules of Retail Trust in the Age of AI" report was conducted online within the United States by The Harris Poll between Feb. 5 - 7, 2026, among 2,180 American adults aged 18 and over.
