Shoppers’ Top AI Fear? Privacy. Here’s What to Know and How to Protect Yourself

Introduction

If you’ve used an AI-powered shopping assistant—like ChatGPT to compare products, a retailer’s chatbot for recommendations, or Google Shopping’s AI summary—you’ve probably appreciated the convenience. But a new survey from eMarketer confirms what many consumers already suspect: data privacy is shoppers’ biggest AI shopping fear, by far. The survey, published in May 2026, found that concerns about how personal data is collected, used, and shared topped the list of worries, ahead of accuracy of recommendations and even cost.

This article explains what the survey tells us, why it matters for everyday shoppers, and—most importantly—what you can do to protect your privacy without giving up the convenience of AI shopping tools.

What Happened

eMarketer surveyed U.S. consumers about their attitudes toward AI-powered shopping features. The results were clear: privacy concerns were the most-cited barrier to adoption. Respondents worried about data breaches, unauthorized sharing of personal information with third parties, and a general lack of transparency about how their data would be used. The survey covered a range of AI tools, including chatbots integrated into retailer websites, standalone AI assistants like ChatGPT and Claude, and AI-powered product search on platforms like Google and Amazon.

While the exact percentages from the survey haven’t been published in the source we have access to, the headline finding is consistent with other research: consumers are wary of trading personal data for a slightly faster shopping experience. This fear isn’t unfounded—AI tools often need to process a lot of information to provide personalized suggestions, and the way that information is handled varies widely.

Why It Matters

The eMarketer data points to a real tension. AI shopping tools can save you time, surface better deals, and help you avoid buyer’s remorse. But they can also collect data you might not expect: your search history, product preferences, price range, even your location and device information. This data can then be used for ad targeting, sold to data brokers, or—in the worst case—exposed in a security breach.

What makes this particularly tricky is that many AI tools are still new, and their privacy practices aren’t always clear. A chatbot might say it doesn’t store your conversations, but the company behind it could use those interactions to train future models. Some retailers share your shopping habits with third parties unless you explicitly opt out. And because AI tools often rely on cloud processing, your data may be stored on servers in countries with weaker privacy protections.

For the average shopper, the risk isn’t about one bad actor targeting your grocery list. It’s about the slow erosion of control over your personal information—what gets collected, who sees it, and how long it sticks around.

What Readers Can Do

You don’t have to stop using AI shopping tools to protect your privacy. But you do need to be deliberate. Here are concrete steps you can take.

1. Read the privacy policy (at least the summary)

Yes, it’s tedious. But before you start using a new AI shopping assistant, check what data it collects. Look for a clear statement about whether your conversations are used for training, whether data is shared with advertisers, and how long it’s retained. If the policy is vague or allows broad sharing, consider a different tool.

2. Use the tool’s privacy settings

Many AI assistants let you delete chat history, turn off personalization, or opt out of data collection for model training. For example, ChatGPT has a setting to disable chat history, and Google’s AI shopping features allow you to pause or delete activity. Take a few minutes to find these options and adjust them to your comfort level.

3. Limit what you share

You don’t need to give an AI tool your real name, address, or payment details just to compare prices. Use a pseudonym in account profiles, avoid connecting your AI assistant to your main social media or email, and never share sensitive personal information like credit card numbers or passwords.

4. Consider privacy-focused alternatives

Not all AI shopping tools are built the same. Some companies prioritize privacy by design—keeping data on your device, using anonymized queries, or committing not to sell user data. Examples include tools like DuckDuckGo’s AI search (which doesn’t track you) or open-source assistants that run locally. Do a quick search for “privacy-respecting AI shopping assistant” and compare reviews.

5. Use a separate browser or profile for shopping

Browser profiles isolate cookies and history. If you use Chrome, Firefox, or Edge, create a dedicated profile for shopping activities. That way, your AI tool’s data stays separate from your general browsing and personal accounts.

6. Review and clean up permissions regularly

Check which apps and websites have access to your AI assistant (e.g., through OAuth logins). Revoke any that you no longer use. Also, periodically delete old chat logs—most services allow you to do this in one click.

Sources

• eMarketer (May 2026). “Data privacy is shoppers’ biggest AI shopping fear, by far.” [Survey data cited from Google News RSS feed; original article not yet fully indexed.]
• Additional context based on general privacy practices of popular AI shopping tools as of early 2026.

Note: The eMarketer article was originally published on May 5, 2026, and the specific survey methodology and margin of error were not available at the time of writing. For the most current details, check eMarketer’s website or their newsletter.