How to Protect Your Privacy While Using AI Shopping Assistants

If you’ve tried an AI shopping assistant lately—whether it’s Amazon’s Rufus, Google Shopping’s AI, or a plugin for ChatGPT—you’ve likely enjoyed the convenience of instant product recommendations, price comparisons, or summary reviews. But behind that convenience, there’s a growing worry: what happens to the data you share with these tools?

A recent eMarketer survey confirms that data privacy is shoppers’ biggest AI shopping fear, by far. The finding isn’t surprising. As retailers race to embed AI into their platforms, consumers are left wondering how much of their personal shopping behavior is being collected, stored, and sold.

This article walks through the specific risks and gives you a practical checklist to shop smarter without giving away more than you need to.

What happened

According to eMarketer’s survey, privacy concerns top the list of consumer fears about AI in shopping—well ahead of worries about accuracy, price, or usability. The report points out that while shoppers appreciate tailored suggestions, they’re uneasy about the data required to generate them.

Major retailers are already rolling out AI features. Amazon’s Rufus can answer product questions based on your order history and browsing. Google Shopping’s AI generates buying guides from your past searches. Walmart and others are testing similar tools. The trend is only accelerating.

Why it matters

AI shopping assistants rely on large amounts of personal data to function. That data typically includes:

• Purchase history
• Browsing behavior
• Voice queries (if you speak to the assistant)
• Location data
• Preferences inferred from past interactions

This information is valuable not just for making recommendations, but for advertising profiling and even third-party data sharing. The risks are real: data breaches can expose sensitive shopping habits; profiles built from your activity can be used for price discrimination or targeted ads you didn’t ask for; and poorly secured AI plugins may leak information to companies you never intended to share with.

The concern among shoppers is legitimate. Without clear safeguards, using AI tools can feel like trading privacy for a slightly easier checkout.

What readers can do

You don’t have to stop using AI shopping assistants, but you can take steps to limit your exposure. Here’s a practical checklist:

1. Use guest checkout when possible

Many AI shopping tools require you to be logged in. But for one-off purchases, consider using guest checkout instead. This prevents the AI from linking that purchase to your permanent profile.

2. Limit app and browser permissions

On your phone, check which permissions the shopping app has. Does it really need access to your microphone, contacts, or precise location? Revoke anything unnecessary. In your browser, use privacy-focused extensions like Privacy Badger or uBlock Origin to block tracking scripts.

3. Opt out of data sharing for personalization

Most platforms allow you to turn off personalized recommendations or data sharing for ads. On Amazon, go to your “Advertising Preferences” and disable “Use my shopping habits to show me relevant ads.” On Google, check “Ad settings” and turn off ad personalization. The trade-off is less tailored suggestions, but more control over your data.

4. Review retailer privacy policies

Before using an AI assistant on a new site, skim its privacy policy. Look for sections on “data sharing with third parties” or “use of AI.” If the policy is vague or allows broad data sales, consider whether the convenience is worth it.

5. Be cautious with AI plugins and chatbots

If you’re using a ChatGPT plugin or a standalone shopping bot, remember that your conversations and uploaded files may be stored by the AI provider. Avoid sharing sensitive information like addresses or payment details directly in chat interfaces.

6. Monitor for misuse

Sign up for a free credit monitoring service or breach alert tool (like Have I Been Pwned). If you suspect your data has been leaked, change passwords immediately and consider freezing your credit with the major bureaus.

Future outlook

Regulators in the US and EU are beginning to address AI data collection. The European Union’s AI Act will impose stricter transparency rules, and the FTC has signaled more enforcement around deceptive data practices. In the meantime, shoppers can’t rely solely on legislation—they need to take privacy into their own hands.

The key is to stay informed and adjust your settings as new tools appear. AI shopping assistants aren’t going away, but with a few deliberate choices, you can enjoy their benefits without handing over your entire shopping history.

Sources

• eMarketer. “Data privacy is shoppers’ biggest AI shopping fear, by far.” May 5, 2026. Link to article