Data Privacy Tops List of AI Shopping Fears: What You Can Do to Stay Safe
A recent survey from eMarketer confirms something many online shoppers already suspect: data privacy is the number one concern about using artificial intelligence tools for shopping. The finding isn’t surprising, given how much personal information these tools often require. But understanding the worry—and knowing what to do about it—can help you shop smarter without giving away more than you intend.
What Happened
The eMarketer report, released in May 2026, asked consumers about their top fears when using AI for shopping. Data privacy came out far ahead of other concerns like accuracy, cost, or the quality of recommendations. While the exact percentages are behind a paywall, the headline finding is clear: shoppers are more worried about how their data is collected, shared, and used than about any other aspect of AI shopping tools.
This aligns with broader trends. As more retailers integrate AI into their websites, apps, and chatbots, consumers are becoming more aware of the trade‑offs. A chatbot that suggests products, for example, often logs your browsing history, purchase records, and even location data to generate those suggestions. The convenience is real, but so is the risk.
Why It Matters
For shoppers, the stakes are high. AI tools can create detailed profiles of your buying habits, income, preferences, and even sensitive details like health interests (if you search for supplements or medical devices). This data can be sold to third‑party advertisers, shared with data brokers, or used to manipulate pricing. In worst‑case scenarios, a breach could expose your personal information to fraudsters.
The concern also affects the broader adoption of AI in retail. If consumers don’t trust the privacy of these tools, they’ll avoid using them, which may slow down innovation that could genuinely help buyers—like personalized discounts or easier return processes. Trust is a fragile foundation, and the eMarketer results suggest that retailers have work to do in being transparent about data practices.
What Readers Can Do
You don’t have to avoid AI shopping tools entirely. But you can take steps to limit your data exposure without losing the benefits. Here are practical measures:
Check the privacy policy. Before using an AI shopping assistant, skim the company’s privacy policy to see what data it collects, how long it keeps it, whether it shares it with third parties, and whether you can request deletion. If the policy is vague or hidden, that’s a red flag.
Use incognito or private browsing for testing. When you’re just browsing and not intending to buy, open a private window. This prevents cookies and browsing history from being linked permanently to your account. It won’t stop all tracking, but it limits the profile the AI can build.
Limit permissions on shopping apps. Many retail apps request access to your camera, microphone, contacts, or location even when those aren’t needed for the app to function. Deny any permission that isn’t essential for the service you’re using. You can always adjust later.
Opt out of data sharing where possible. Some platforms give you a choice to limit data sharing for advertising or analytics. Look for settings like “Do Not Sell My Personal Information” (often required by law in some regions) or “Privacy” sections in the account settings.
Use a secondary email or payment method. For one‑off purchases or when trying a new AI shopping tool, consider using a separate email address and a virtual credit card number (if your bank offers one). That reduces the damage if the tool is compromised.
Avoid logging in with social media credentials. Many shopping sites let you sign in with Google, Facebook, or Apple. While convenient, this often gives them access to profile information from those accounts. Use the “sign up with email” option instead.
Staying Cautious Is the Smartest Move
The eMarketer survey reflects a genuine shift: shoppers are no longer willing to hand over data without question. AI tools can be helpful, but they work best when you control what they know. By keeping privacy top of mind, you can enjoy smarter recommendations and convenience without giving away your personal information.
Sources
- eMarketer, “Data privacy is shoppers’ biggest AI shopping fear, by far,” May 2026. (Summary available via Google News.)