Shoppers’ #1 AI Fear? Data Privacy—Here’s How to Protect Yourself

Online shopping tools powered by artificial intelligence are no longer a novelty. From chatbots that answer product questions to recommendation engines that suggest what to buy next, these features are now built into most major retailers’ websites and apps. But as their use has grown, so has a specific worry among shoppers: what happens to all the personal data these tools collect?

A recent survey from eMarketer confirms that data privacy is now the top concern for shoppers using AI tools, outpacing older worries such as accuracy of recommendations or price manipulation. If you’ve hesitated to use a shopping assistant because you’re not sure what it does with your information, you’re not alone—and your caution is understandable. The good news is that you don’t have to avoid AI shopping entirely. Knowing the risks and a few straightforward steps can help you keep your data under control.

What happened

The eMarketer survey, conducted in early 2026, asked online shoppers about their biggest fears related to AI-powered shopping tools. Data privacy came out ahead by a wide margin. While concerns about inaccurate recommendations, biased pricing, or the loss of human interaction were present, none came close to the level of unease about how personal data is collected, stored, and shared.

This finding aligns with what privacy advocates have been saying for years: when you use an AI shopping tool, you are often trading personal information for convenience. The data these tools typically collect includes purchase history, browsing behavior, location, device information, and in some cases payment data. Many of these tools also share that information with third parties for advertising or analytics purposes—sometimes in ways that are not immediately obvious to the user.

Why it matters

Privacy fears are not abstract when it comes to AI shopping. The data collected can be used to build detailed profiles of your finances, habits, and preferences. If that data is breached—and retailer data breaches remain common—it can lead to identity theft or targeted scams that are harder to spot because they are based on your actual shopping history.

Beyond breaches, there is the issue of data being used against your interests. For example, an AI tool that knows you are willing to spend more on certain items could show you higher prices, a practice sometimes called “price steering.” You may also end up with marketing messages that feel uncomfortably personal because they are based on data you did not realize you were sharing.

These risks explain why privacy is the number-one fear. The convenience of AI shopping can feel hollow when you suspect your data is being used in ways you did not agree to.

What readers can do

You don’t need to stop using AI shopping tools, but you can take practical steps to limit what they learn about you.

  • Use private or incognito browsing when you are only browsing, not purchasing. This prevents the site from linking your session to your account history. Note that this won’t stop all tracking, but it reduces the amount of data tied to your identity.

  • Limit permissions when installing shopping apps. Many AI assistants ask for access to your location, contacts, or camera. Deny anything that is not essential for the tool to work. You can always change these permissions later in your device settings.

  • Opt out of data sharing where available. Some retailers provide a setting to disable data sharing with third parties. Look for it in the account or privacy section of the website or app. It is not always easy to find, but it is worth the effort.

  • Use virtual card numbers for payments. Services like Apple Pay, Google Pay, or your credit card’s virtual number feature generate one-time or merchant-specific card numbers. This limits the financial data that can be linked back to you in case of a breach.

  • Read privacy policies—at least the summary. You do not need to read every line, but check what data the tool collects, how long it keeps it, and whether it shares it with other companies. If the policy is vague or says they can change it at any time without notice, consider that a red flag.

  • Look for signs of a privacy-respecting tool. Transparent companies will tell you what data they collect and why, give you clear opt-out options, and avoid collecting data you do not need to provide. If an AI shopping tool asks for far more information than seems necessary—for example, your birthday when you are just browsing for shoes—that is a warning sign.

  • Use guest checkout when possible. Even if you create an account later for shipping, many retailers allow you to check out without saving your profile. This reduces the amount of data that can be tied to your identity over time.

Sources

  • eMarketer, “Data privacy is shoppers’ biggest AI shopping fear, by far,” May 2026.
  • Common data collection and sharing practices as documented by consumer privacy research groups and retailer privacy policies.