Consumers are open to AI tools that help them shop, but are far less willing to let AI make purchase decisions, according to Gartner, which said marketers should focus on tools that support research and comparison rather than fully autonomous agents.
A Gartner survey of 322 U.S. consumers in January 2026 found that willingness to let AI narrow choices reached 31% for household-supply purchases and 28% for personal-electronics purchases. Willingness to let AI make purchase decisions topped out at 11% across lower-stakes categories such as personal care and household supplies.
“Consumers are not looking to outsource shopping decisions to AI,” said Kate Muhl, vice president analyst in Gartner’s marketing practice. “They want AI to help them find better information, compare prices, identify deals and narrow choices, while keeping final decision-making control for themselves.”
Gartner said marketers should prioritize AI shopping investments on tools that help consumers research products, compare prices, surface deals and narrow choices, rather than fully autonomous shopping agents.
Trust and accuracy remain barriers
A Gartner survey of 846 U.S. consumers conducted from November through December 2025 found that early adopters still encountered friction when using AI for shopping. Among consumers who used AI while shopping for a recent purchase, 54% said they had to double-check the accuracy of all information GenAI tools provided, and 62% said information from GenAI tools ended up being a waste of their time.
“Accuracy is now a brand issue,” Muhl said. “If consumers believe AI shopping tools create more work by requiring them to verify every recommendation, they will not see those tools as convenient or valuable. Marketers must prioritize transparent, reliable information, especially around price, product fit and recommendations.”
Passive exposure is not adoption
Gartner said 72% of consumers said: “generative AI appears in my internet and app use, whether I asked for it or not.”
Muhl said consumers are encountering GenAI more often, but passive exposure should not be mistaken for active adoption. She said the brands that earn consumer trust will be those that use AI to enhance consumer control, not replace it.
