How to Protect Your Privacy When AI Helps You Shop

AI shopping assistants have become increasingly common over the past year. Major retailers, browser extensions, and even standalone apps now offer features that suggest products, compare prices, or automate checkout. The convenience is real, but a growing number of shoppers are uneasy about what these tools do with their personal data. A recent survey from eMarketer confirms that data privacy is now the single biggest fear consumers have about using AI for shopping.

Here’s what that survey says, why it matters, and what you can actually do about it.

What the survey found

According to the eMarketer report, data privacy concerns outrank every other worry shoppers have about AI shopping tools—including fears about inaccurate recommendations, hidden fees, or poor customer service. While the exact percentages weren’t available in the summary, the finding is consistent with broader consumer research: people are increasingly wary of handing over their browsing history, purchase habits, and payment details to algorithms they don’t fully understand.

The timing makes sense. AI shopping tools often require access to your location, email, past orders, and even camera or microphone permissions on mobile devices. The more systems know about you, the more personalized the experience becomes—but also the more data is collected, stored, and potentially shared.

Why this is a real concern

The risks go beyond generic “privacy worries.” Some common issues include:

  • Data collection beyond what’s necessary. A price-comparison tool doesn’t really need access to your contacts or photos, but some apps request those permissions anyway.
  • Sharing with third parties. Many AI shopping services are run by companies that also sell advertising or analytics. Your shopping preferences might be used to build a profile that’s sold to other businesses.
  • Lack of transparency. It’s not always clear what data is being collected, how long it’s kept, or whether you can delete it. Privacy policies are often long and written in legalese.
  • Security risks. If a shopping assistant stores your saved payment methods or shipping addresses and the company experiences a breach, that information could be exposed.

None of this means you should avoid AI shopping tools entirely. But you should approach them with the same caution you’d use when sharing personal information with any new service.

What you can do to protect your privacy

The good news is that you don’t need to be a privacy expert to reduce your exposure. These steps are straightforward and take only a few minutes.

Use guest checkout when possible. Many AI tools offer to remember your payment and shipping details for faster future purchases. If you don’t plan on buying from the same retailer often, skip creating an account and check out as a guest. You can still use an AI assistant for price comparisons without saving your info permanently.

Limit app permissions. On your phone, review what permissions each shopping app has. If it asks for access to your camera, microphone, or location when it doesn’t need them for its core function, deny those permissions. On desktop, browser extensions often request “read and change all your data on websites you visit.” That’s broad access. Only install extensions from reputable developers, and check their privacy policy beforehand.

Opt out of data sharing. Most AI shopping tools have settings where you can disable data sharing for advertising or analytics. Look for options like “Do not sell my personal information” or “Opt out of personalized ads.” These are often required under laws like the California Consumer Privacy Act (CCPA), but they are available in many other regions too.

Review privacy policies—at least the summary. You don’t have to read every page, but look for sections that explain what data is collected, whether it’s shared with third parties, and how you can request deletion. Some services now provide a short “privacy summary” at the top of their policy. If the policy is missing or clearly vague, that’s a red flag.

Use a temporary email or a payment alias. For one-time sign-ups or trials, services like Apple’s Hide My Email or a dedicated “shopping email” can limit exposure. Similarly, virtual credit card numbers (offered by some banks and payment services) let you make purchases without giving out your real card number.

Turn off AI features you don’t need. If your browser or retail app has an AI assistant that you rarely use, disable it in the settings. Every active feature is another potential data pipeline.

Staying informed is the best defense

No single tip will make you perfectly private. Data privacy is a trade-off, not an absolute. But being aware of what you’re giving up—and taking small, deliberate steps to limit unnecessary exposure—puts you in control.

The eMarketer survey reflects a broader shift: people are starting to question what AI tools do with their information. That skepticism is healthy. As long as you stay cautious and review the options available, you can still enjoy the convenience of AI shopping without sacrificing more privacy than you’re comfortable with.

Sources

  • eMarketer, “Data privacy is shoppers’ biggest AI shopping fear, by far” (2026). Report summary available via Google News.
  • California Consumer Privacy Act (CCPA) opt-out requirements, referenced for applicable settings.