How to Protect Your Privacy When Using AI Shopping Tools

If you’ve ever asked an AI chatbot for product recommendations or let a virtual assistant scan your inbox for order tracking, you’ve joined a rapidly growing group of shoppers. But that convenience comes with a catch. According to a recent eMarketer survey, data privacy is now the top fear among shoppers who use AI tools—outweighing concerns about accuracy, cost, or customer service.

The finding isn’t surprising. As AI shopping features become more embedded in browsers, apps, and email, they inevitably collect more information about us: what we browse, what we buy, and even what we’re considering buying. The question is how much control we have over that information.

Here’s what the survey shows, why privacy matters in AI shopping, and—most importantly—what you can do to keep your data from becoming part of the product.

What the survey found

The eMarketer survey, conducted in early 2026, asked consumers about their biggest worries when using AI for shopping. The leading answer was data privacy, cited by a significantly higher share of respondents than any other concern. While exact percentages aren’t publicly available in the news summary, the headline “by far” indicates a wide margin over second-place fears like inaccurate recommendations or hidden fees.

This aligns with broader trends. Public trust in how companies handle personal data has been declining for years, and AI’s “black box” nature only heightens that anxiety. When a shopping tool recommends a product, it’s often hard to know what data drove that suggestion—and where that data ends up.

Why it matters for everyday shoppers

AI shopping tools can collect a surprising amount of information:

  • Browsing history – Every product page you visit, how long you linger, and what you click.
  • Purchase history – Not just what you bought, but the price, the time, and the payment method.
  • Personal preferences – Sizes, brands, and styles you favor, often inferred from past behavior.
  • Location data – If you use a shopping app on your phone, your approximate or precise location may be recorded.
  • Communication content – Chatbots that read your emails or messages to find receipts and shipping updates.

Most of this data is used to personalize your experience—offering better recommendations, surfacing deals, or automating price tracking. But it can also be shared with third parties, used for targeted advertising, or, in the worst case, exposed in a data breach.

The risk is not hypothetical. Many AI shopping assistants are run by companies that also operate advertising businesses or sell data to brokers. Even tools that claim to be “privacy-first” may change their policies over time.

What readers can do: practical privacy steps

You don’t have to stop using AI shopping tools, but you can reduce the amount of data you hand over. Here are concrete actions to consider.

1. Review permissions and opt-out settings

Most AI shopping apps and browser extensions let you limit what they collect. Look under privacy or data settings for options to:

  • Turn off “personalization” or “activity tracking.”
  • Disable location access unless absolutely needed.
  • Opt out of data sharing for advertising or analytics.

A 5-minute check of your tools’ settings often reveals surprisingly generous default permissions.

2. Use a privacy-focused browser or incognito mode

For one-off purchases or research, consider using a browser like Firefox with strict tracking protection, or even a private window. While incognito mode doesn’t stop the website or tool from collecting data, it prevents that data from being tied to your main browser profile and persistent cookies.

3. Create temporary or disposable accounts

If you’re testing a new AI shopping assistant, avoid logging in with your Google, Apple, or Facebook account. Use a separate email address (or a temporary email service) and a minimal set of personal details. You can always upgrade to a full account later if the tool proves trustworthy.

4. Avoid granting access to email and messages

Some AI shopping tools request permission to scan your inbox for receipts, tracking numbers, or loyalty points. That’s a broad access that can expose sensitive conversations and contacts. If you can, manually paste the relevant data instead of granting full email access.

5. Choose tools that are transparent about data practices

Before installing an AI shopping extension or app, check:

  • Does it have a clear, readable privacy policy?
  • Does it say (in plain language) what data it collects and why?
  • Does it promise not to sell your data?
  • Has the company undergone any independent privacy audits?

Tools that are vague or bury their data practices in legal boilerplate warrant extra caution.

6. Keep software and accounts updated

Regular updates often include security fixes. Also review which apps have access to your shopping accounts (Amazon, Walmart, etc.) and revoke any you no longer use. You can usually manage these in your account settings under “Third-Party Apps” or “Connected Services.”

Balancing convenience and privacy

There is no perfect solution. AI shopping tools can save time and money, but they operate in an ecosystem where data has monetary value. The goal isn’t to avoid all risk—it’s to make informed choices about what you share and with whom.

Start with the settings you already control. Then, as new tools emerge, apply the same scrutiny you would to any other service that asks for your data. The eMarketer survey shows you’re far from alone in caring about this. Hopefully, that collective demand will push companies toward better defaults.

Sources

  • eMarketer / EMARKETER survey: “Data privacy is shoppers’ biggest AI shopping fear, by far” (May 2026). Summary via Google News.