Why Shoppers Fear AI the Most—and How to Protect Your Privacy

A new survey from eMarketer confirms what many in the consumer protection space have suspected: when it comes to AI-powered shopping tools, data privacy is the top worry by a wide margin. While AI promises convenience—personalized recommendations, instant price comparisons, virtual try-ons—shoppers are increasingly hesitant to hand over the personal information these features require.

This article explains what the survey found, why privacy concerns are so acute with AI shopping, and concrete steps you can take to protect yourself without abandoning the technology altogether.

What Happened

According to eMarketer’s 2026 survey on consumer attitudes toward artificial intelligence in retail, data privacy was the most frequently cited fear among shoppers using or considering AI shopping assistants. The survey asked respondents about their biggest concerns, and privacy ranked well ahead of other worries such as inaccuracy of recommendations, cost, or lack of human interaction.

The specific percentages were not publicly detailed in the initial report, but the margin between privacy and other concerns was described as “by far” the largest gap. This aligns with broader trends in consumer sentiment: after years of high-profile data breaches and regulatory crackdowns such as GDPR and California’s CPRA, shoppers have become much more aware of how their data is collected and used.

Why It Matters

AI shopping tools differ from traditional e‑commerce in a few important ways that amplify privacy risks.

First, they often require continuous access to your browsing history, purchase records, location, and even camera or microphone for features like visual search or voice shopping. That’s a much broader data set than a typical checkout form requests.

Second, many AI assistants are third‑party services embedded inside retailer sites or browser extensions. Your data may flow not only to the retailer but also to the AI provider, and potentially to analytics and advertising partners.

Third, AI models are trained on user data. Even if a company claims data is “anonymized,” re‑identification is sometimes possible, and the long‑term storage policies are often opaque.

Given these dynamics, the survey result isn’t surprising. But it also presents an opportunity: shoppers can take proactive steps to reduce exposure rather than simply avoiding AI tools entirely.

What Readers Can Do

You don’t have to swear off AI shopping assistants. But you can adopt a few simple habits to limit the data you share.

1. Grant only essential permissions.
If an AI shopping app asks for your location, camera, microphone, or contacts, ask yourself whether the feature truly needs it. For example, a price‑comparison extension usually works fine without access to your exact location. On your phone, you can often set permissions to “While Using the App” instead of “Always.”

2. Use a privacy‑focused browser or extension.
Browsers like Firefox (with protections for tracking) or Brave block many of the scripts that AI tools use to collect data beyond what’s necessary. If you use Chrome, consider a privacy extension such as uBlock Origin or Privacy Badger.

3. Review and reset AI privacy settings regularly.
Most AI shopping tools have a settings panel where you can opt out of data sharing for “improving the model” or “personalized advertising.” Check these every few months, as companies sometimes reset defaults after updates.

4. Prefer opt‑in models over opt‑out.
When choosing an AI assistant, look for one that asks for consent before collecting data, not one that collects by default and expects you to opt out. Services that make privacy a selling point are more likely to be transparent about their practices.

5. Use a dedicated email address or shopping account.
For AI‑driven price alerts or recommendations, create a separate email alias instead of your primary address. This limits the amount of personal information tied to the AI tool.

6. Read the privacy policy—at least the summary.
Most companies publish a short version of their privacy policy. Look for clear language about whether your data is sold to third parties, retained after you delete the app, or used to train commercial AI models. If the policy is vague or buried, that’s a red flag.

Looking Ahead

Regulation is slowly catching up. The EU’s AI Act, new state‑level privacy laws in the U.S., and ongoing enforcement by the Federal Trade Commission are all pushing companies toward greater transparency and user control. But it will take years for those protections to be fully in place. In the meantime, the best defense is a cautious and informed approach.

The eMarketer survey signals that the public is already paying attention. That awareness is a good starting point. By taking a few deliberate steps today, shoppers can enjoy the benefits of AI without giving away more than they intend.

Sources

  • eMarketer (2026). Data privacy is shoppers’ biggest AI shopping fear, by far. As cited in Google News, May 2026.
  • FTC guidelines on AI and consumer privacy (2023, updated 2025).
  • European Commission, AI Act (2024).