Why Shoppers Fear AI’s Impact on Privacy and What to Do About It
A new survey from eMarketer confirms what many already suspected: data privacy is the top worry for shoppers when using AI-powered shopping tools—by a wide margin. The findings, released in May 2026, come as more retailers embed AI assistants, chatbots, and recommendation engines into their platforms. For anyone who has wondered whether that convenience comes at a cost, the answer is complicated.
What Happened
eMarketer’s survey asked consumers about their concerns regarding AI shopping tools. Privacy was the overwhelming response, ranking ahead of other worries like accuracy, bias, or loss of human touch. The survey didn’t drill into every nuance, but the signal is clear: shoppers see AI as a data-hungry technology, and they are not comfortable handing over personal information without knowing what happens to it.
Why It Matters
AI shopping tools rely on data to function. They track what you browse, what you buy, how long you linger on a product page, even how you type questions into a chatbot. That information can be used to personalize recommendations, but it can also be shared with advertisers, stored indefinitely, or—in worst cases—exposed in a breach.
The risks aren’t hypothetical. Many AI assistants are built by third-party vendors, meaning your data may leave the retailer’s servers. Some tools collect device identifiers, location, and purchase history, then combine them with data from other sites. Even if a retailer promises not to sell data, the aggregated profiles used to train these models can be difficult to fully erase.
For shoppers, the fear isn’t just about one purchase. It’s about being tracked across the web, receiving targeted ads based on a private conversation with a bot, or having personal preferences linked to your identity in ways you never agreed to.
What Readers Can Do
You don’t have to stop using AI shopping tools, but you can take practical steps to limit how much data they collect and share.
Start with your browser. Use a privacy-focused browser like Firefox or Brave, and install extensions that block trackers (uBlock Origin, Privacy Badger). Many AI shopping tools rely on third-party cookies to follow you around.
Adjust platform settings. Most shopping sites allow you to opt out of personalized ads or data sharing. Look for settings labeled “data sharing,” “ad personalization,” or “interest-based ads.” Turn them off. It may slightly reduce the relevance of recommendations, but it limits what gets collected.
Use virtual cards or separate payment methods. Some banks and services (like Privacy.com or Apple Card’s virtual number) generate temporary card numbers that shield your real account info. If an AI tool encourages you to save a payment method, consider using a privacy card instead.
Read the privacy policy—at least the key parts. You don’t need to read every line. Look for sections on “data collection,” “third-party sharing,” and “data retention.” If the policy says they share data with “affiliates” or “service providers” without further detail, assume your information is being shared widely.
Consider alternative shopping methods. For sensitive purchases (health items, gifts, or anything you wouldn’t want linked to your identity), use guest checkout, avoid logging into accounts, or use a separate email alias. Some browsers offer disposable email addresses for one-time use.
Demand better from retailers. If enough shoppers ask about data practices, companies will respond. If a retailer uses an AI chatbot, ask the company directly: what data does it collect, who processes it, and can you request deletion?
The Bottom Line
AI shopping tools are not inherently bad for privacy—they just need clearer boundaries. Right now, the default is to collect as much as possible. Until that changes, the safest approach is to assume every interaction with an AI shopping tool generates a permanent record. By tightening your settings, using privacy tools, and staying selective about where you shop, you can still enjoy the convenience without handing over the keys to your personal life.
Sources
- eMarketer, “Data privacy is shoppers’ biggest AI shopping fear, by far,” May 2026.