Your Biggest Fear About AI Shopping? Data Privacy – Here’s How to Protect Yourself

If you’ve hesitated to use an AI shopping assistant because you weren’t sure how much of your personal data it would collect, you’re not alone. According to an eMarketer survey, data privacy is now shoppers’ biggest fear when it comes to AI-powered shopping tools. The finding underscores a growing tension between the convenience of personalized recommendations and the unease about how much information is being gathered behind the scenes.

What happened

eMarketer recently surveyed consumers about their attitudes toward AI shopping tools. The top concern, by a wide margin, was data privacy. While the survey didn’t detail exact methodology or sample size, the result aligns with broader trends: people are increasingly aware that every click, search, and purchase can be tracked, analyzed, and often shared with third parties.

AI shopping tools—whether built into retailer sites, browser extensions, or standalone apps—rely on large amounts of user data to function. They track browsing history, purchase patterns, location, and even payment details to generate recommendations or compare prices. That same data can be used for advertising, sold to data brokers, or exposed in a breach.

Why it matters

The trade-off between convenience and privacy is real. AI shopping assistants can save time and money, but they also create a detailed profile of your habits and preferences. Many consumers don’t realize how much data these tools collect by default, or how to limit it. Even tools that claim to be “private” may still share anonymized data that can be re-identified.

The risk isn’t just hypothetical. Data breaches at major retailers have leaked millions of customer records, and AI tools that store your payment information can become an attractive target. Even if a tool is secure, the data it collects can be used for price discrimination, where you’re shown higher prices based on your browsing history.

What readers can do

You don’t have to give up the convenience of AI shopping tools entirely. Here are four practical steps to reduce your privacy exposure:

1. Adjust browser and account settings
Most browsers let you limit tracking. Enable “Do Not Track” if available, and turn off third-party cookies under privacy settings. For shopping accounts, review what data the site collects. Many retailers allow you to opt out of personalized ads or data sharing. It’s a one-time effort that reduces the volume of data collected across sessions.

2. Choose privacy-focused AI shopping tools
Not all AI shopping assistants are the same. Look for tools that explicitly state they don’t sell your data and that minimize data collection. Some extensions work without creating a user account or storing your browsing history. Read privacy policies (or summaries) before installing. Tools like DuckDuckGo’s “Privacy Pro” or extensions that block cross-site tracking can help.

3. Review and revoke app permissions
If you’ve installed a shopping app on your phone, check what permissions it has. Does it need access to your contacts, camera, or location? Probably not for comparing prices. Revoke unnecessary permissions through your phone settings. For browser extensions, regularly review which ones are active and delete those you no longer use.

4. Use temporary emails and payment methods
For one-time purchases or trying a new tool, consider a temporary email address (like from DuckDuckGo’s Email Protection or a disposable email service). For payments, virtual credit cards or services like PayPal can shield your real card number. Even Apple Pay and Google Pay use tokenization, so the merchant never sees your actual card details.

These steps won’t eliminate all data collection, but they put you back in control. As AI shopping tools continue to evolve, the clearest way to protect your privacy is to stay deliberate about what you share and with whom.

Sources

  • eMarketer, “Data privacy is shoppers’ biggest AI shopping fear, by far” (May 2026). Survey data cited; no specific methodology provided in the source snippet.