Shoppers Worry About AI and Privacy: Here’s What You Can Do

A new survey from eMarketer confirms what many of us already sensed: data privacy is the single biggest fear shoppers have when it comes to using AI tools for online shopping. The finding comes as retailers roll out chatbots, personalized recommendations, and AI-powered search features at a rapid pace. For the average person, the convenience of AI shopping can feel overshadowed by uncertainty about what happens to their personal information.

This article breaks down the survey’s key takeaway, explains why the concern is justified, and offers practical steps you can take to protect your privacy without giving up the benefits of AI-assisted shopping.

What happened

In May 2026, eMarketer published survey data showing that data privacy is, by a wide margin, the top fear among shoppers when they use AI shopping tools. While the exact percentage and methodology aren’t fully detailed in the public summary, the finding is consistent with earlier research: consumers are increasingly wary of how their data is collected, stored, and shared when interacting with AI features on retail sites and apps.

AI shopping tools—such as recommendation engines, virtual try‑on apps, and conversational assistants—often require access to browsing history, purchase records, location data, and even voice or camera input. The eMarketer survey underscores that shoppers understand this trade‑off and are uneasy about it.

Why it matters

The concern is not unfounded. AI shopping tools operate by analyzing large amounts of personal data to predict preferences and make suggestions. This data can be:

  • Tracked across sites – Many AI shopping assistants share data with third‑party advertising networks.
  • Profiled – Information about your income, health interests, or family size can be inferred from purchase history.
  • Vulnerable to breaches – Any data stored by a retailer or its partners is a potential target for cyberattacks.

Moreover, some retailers’ privacy policies allow them to use shopping data to train their AI models or sell aggregated profiles to other companies. The average shopper has little visibility into exactly how their data flows through these systems.

Until stronger regulations (like the EU’s AI Act or updated U.S. state privacy laws) are fully implemented, the burden of protection falls largely on the individual.

What readers can do

You don’t have to stop using AI shopping tools entirely. Here are concrete steps to reduce your privacy exposure:

1. Use guest checkout when possible

Many online stores push account creation, but you can often complete a purchase without signing up. Guest checkout limits the data linked to your profile. If you do create an account, use a unique password and avoid saving payment details.

2. Disable tracking and personalization

Most browsers and shopping apps have settings to limit tracking. Look for options like:

  • Do Not Track or Limit Ad Tracking in your browser or mobile settings.
  • Turn off personalized recommendations in your account settings on major retailers.
  • Use private or incognito browsing when researching purchases.

3. Review app permissions

If you use a retailer’s mobile app, check what permissions it requests. A shopping app doesn’t need access to your camera, microphone, or contacts unless you’re using specific features (like scanning a barcode). Deny unnecessary permissions.

4. Read the privacy policy (or at least the summary)

Most privacy policies are long, but they often have a “privacy highlights” section. Look for:

  • What data is collected (especially “browsing behavior” and “device information”).
  • Whether data is shared with third parties.
  • Whether you can request deletion of your data.

Retailers with strong privacy practices will let you opt out of data sharing for AI training and personalization.

5. Use separate credit cards or virtual cards

For one‑time purchases, consider using a virtual credit card number (offered by many banks and payment apps) or a prepaid gift card. This limits the financial data tied to your shopping history.

6. Keep software updated

Outdated browsers and apps can have vulnerabilities that expose your data. Enable automatic updates for your operating system, browser, and shopping apps.

Choosing AI shopping tools wisely

Not all AI shopping features are equal. When deciding whether to use a specific tool, ask:

  • Does the tool work without an account or with minimal data?
  • Can you use it for a single transaction without long‑term storage?
  • Does the company provide a clear privacy policy and data deletion option?

For example, browser‑based price‑comparison extensions often collect your browsing history. Some allow you to disable data collection in settings; others do not. A quick web search for “[tool name] privacy” can reveal red flags.

The future outlook

Consumer pressure is already leading to changes. Some retailers are now offering “privacy‑focused” AI shopping modes that process data locally on your device rather than sending it to the cloud. Regulations like the California Privacy Rights Act and the EU’s Digital Services Act give shoppers more rights to opt out and delete data. However, adoption is uneven, and enforcement remains a challenge.

In the meantime, staying informed and adjusting your habits is your best protection. The eMarketer survey shows that most shoppers are paying attention. The next step is turning that awareness into action.

Sources

  • eMarketer, “Data privacy is shoppers’ biggest AI shopping fear, by far,” May 2026.
  • General knowledge about AI shopping data practices (common industry patterns as of 2026).
  • Consumer guidance from the FTC and major privacy advocacy organizations.