Consumers Welcome AI Research but Resist Automated Purchasing

While most shoppers are comfortable using AI to help them research products, far fewer are ready to hand over the final purchasing decision. According to an Ipsos report, between 67 and 71 percent of consumers either use or would consider using AI to explore product features, compare prices and read reviews. However, only 33 percent are open to allowing AI to complete a purchase automatically without human approval.

The report also shows that many consumers want AI to operate within limits they define. Some 62 percent say AI should work within boundaries they have already set, while 39 percent would give AI more leeway to make or influence brand choices. At the same time, 71 percent believe AI could be dangerous and should be approached with caution.

Trust in companies using AI to protect personal data stands at just 45 percent overall, and it varies sharply by market and demographic. In India, 73 percent trust companies with their data in an AI context, compared with only 25 percent in Canada. Among generations, 48 percent of Gen Z express trust, versus 33 percent of Boomers. Trust is also higher among high-income consumers at 53 percent, against 35 percent for low-income consumers.

AI trust tends to align with usage. In China, 68 percent trust AI and 45 percent use it for product research. In France, trust is 26 percent and usage is 19 percent. In the United States, 39 percent trust companies using AI with their data and 26 percent use AI for product research.