Shopper openness to AI tools handling checkouts has jumped the past year from 34% to 80%, according to a new survey, but reservations about the technology remain.
Although they may not be willing to trust AI agents to automatically make purchases for them, artificial intelligence technology is winning over a significant proportion of consumers. Some 38% of consumers reported having already completed a purchase directly within ChatGPT after the platform checkout feature launched, according to the survey released by Omnisend, an omnichannel marketing automation platform. Overall, 40% of respondents said they intend to use AI more in the future.
Further, the survey of consumers in the United States indicated almost 90% of consumers are willing to hand over at least some of their personal data for more relevant recommendations
Many shoppers still want guardrails to AI use at checkout, with 29% requiring final approval and 22% only comfortable with execution of small purchases. Still, 29% of consumers surveyed said they are mostly or fully comfortable letting AI execute transactions independently with another 16% prepared to allow automatic reorders without their reviewing them.
Consumers still have reservations about how companies use AI, with 70% against artificial intelligence being used to charge different prices for the same product based on personal data.
When it comes to data, consumers show some flexibility. For example, 88% of consumers responding to the survey said they would share personal information with AI tools for better product suggestions such as their location data, cited by 34%, and their email receipts (32%).
Consumers continue to have mixed feelings about AI such that 86% still reported some level of concern about AI in e-commerce, with 45% saying they worry most about how their data is collected and used. Others are concerned that AI recommendations might be biased, a problem for 28% of respondents with the same proportion concerned that the advice offered might be paid. And, although they are more willing to give up some kinds of information, 45% still are uneasy about how data is collected and used.
In announcing the survey results, Bernard Meyer, AI operations manager at Omnisend, took a positive view of the findings.
“In a tight economy, shoppers spend more time proving a purchase is worth it,” Meyer said. “They compare prices, read reviews, look for better options and still second-guess at checkout. AI can help reduce the effort it takes to feel confident about spending. It’s no wonder that consumers are being more open to it. Our data shows consumers are becoming increasingly comfortable letting AI assist with shopping decisions. As that trust grows, AI usage will increase on both sides: people will trust AI on websites more, but also spend less time manually browsing and instead delegating the work to AI agents that can compare products and surface the best option instantly. For e-commerce brands, that means preparing for a future where they’re selling not just to people but also to the AI systems acting on their behalf.”
