Afraid AI shopping tools are spying on you? Here’s how to protect your privacy

If you’ve used a chatbot to find a gift or let an AI recommend a new laptop, you’re not alone. AI shopping assistants are appearing on major retail sites and search engines, promising faster decisions and personalized deals. But a new survey from eMarketer confirms what many shoppers already suspect: data privacy is far and away the biggest fear people have about using these tools. The question is whether you have to give up convenience to protect your information. The answer is no—but you do need to know what you’re handing over and how to limit it.

What happened

Earlier this month, eMarketer released survey data showing that when consumers were asked about their top concerns related to AI shopping features, privacy ranked first by a wide margin—more than worries about inaccurate recommendations or the loss of human customer service. The exact percentages and methodology weren’t available in the snippet, but the headline finding tracks with other recent polling. A 2024 Pew Research Center study, for example, found that 67% of Americans felt they had little control over how companies use their personal data.

The tools driving this worry include familiar names: ChatGPT, Google Shopping’s AI overviews, Amazon’s Rufus assistant, and newer entrants like Perplexity Shopping. Each works differently, but they share a common need for data—your search history, purchase patterns, location, and sometimes even chat conversations—to tailor suggestions.

Why it matters

The privacy risk here isn’t abstract. When you use an AI shopping tool, you’re often feeding it information that can be stored, analyzed, and potentially shared with third parties. That can lead to:

  • Data breaches – A company that holds detailed shopping profiles is a high-value target.
  • Targeted advertising – Your interests get catalogued and sold to the highest bidder.
  • Price discrimination – Some research suggests retailers adjust prices based on your browsing history and inferred willingness to pay. The FTC has flagged this as an area of concern in its 2024 report on AI and consumer protection.

The convenience of a one-click recommendation comes with a trade-off: you’re trading glimpses of your private life for a slightly better product suggestion. For many people, that trade feels increasingly one-sided.

What readers can do

You don’t have to boycott AI shopping, but you can take practical steps to reduce your exposure. Here’s a starting list:

1. Use incognito or private browsing for shopping. This prevents the AI tool from connecting your search history to your account or long-term profile. It’s not foolproof—some sites still track via IP address—but it cuts out much of the cross-session data collection.

2. Limit the permissions you grant. Before you start chatting with an AI assistant, check what data it asks for. On mobile, you can deny location access. On web interfaces, look for a “privacy settings” or “data controls” link. Amazon’s Rufus, for instance, lets you disable personalized recommendations based on browsing history, though you might have to dig into your account settings.

3. Opt out of data sharing where possible. Many retailers and AI platforms allow you to turn off data sharing for training or marketing. Google’s AI Shopping features, for example, are linked to your Google account; you can manage or delete your activity at myactivity.google.com. ChatGPT’s settings include an option to disable chat history and model training.

4. Be selective about which AI tools you use for sensitive purchases. If you’re shopping for a health condition, a financial product, or something you’d rather not have linked to your identity, skip the AI assistant entirely. Manually browse and use a burner email or guest checkout.

5. Check for a “privacy mode” on shopping assistants. Perplexity Shopping recently added a privacy-focused option that disables data collection for ad targeting. Not all tools offer this, but it’s worth looking for before you commit.

6. Demand more from retailers. The FTC’s ongoing rulemaking on commercial surveillance signals that regulators are watching. You can file a complaint or support state-level privacy laws that require opt-in consent for AI data use. Companies respond to consumer pressure.

When to skip AI altogether

For routine purchases—groceries, electronics, household items—the privacy trade-off may be acceptable. But for anything that reveals a health condition, political preference, or intimate detail, manual shopping is safer. No AI assistant is worth leaking your medical history to a data broker.

The eMarketer finding is a reminder that consumers are ahead of the industry on this issue. The tools are new, the rules are still being written, and the safest posture is to assume that any data you share will be used, stored, and possibly sold. With a few adjustments, you can still enjoy the convenience without giving away the store.

Sources

  • eMarketer survey on AI shopping fears (May 2026) – exact methodology not verified at time of writing.
  • Pew Research Center, “Americans and Privacy: Concerned, Confused, and Feeling Lack of Control” (2024).
  • Federal Trade Commission, “AI and Consumer Protection: A Staff Report” (2024).

This article was updated to reflect available information as of May 2026.