Consumers are still concerned about privacy, but they are getting more comfortable trading data for better product recommendations. Share a little about what you’ve browsed or bought, and the experience gets faster and more relevant.
But that openness has limits, and when brands push past what feels fair or transparent, trust drops quickly.
To improve recommendations, 43% of U.S. shoppers say they will share their browsing history, 42% their past purchase history and 34% their location, according to Omnisend’s “AI Shopping Report.” That’s a meaningful level of openness, but it comes with clear expectations about the use of the data.
AI-driven shopping is a straightforward exchange. Consumers share data in return for better recommendations, faster decisions and less friction.
What data would you share to improve recommendations?
Relevance drives data sharing, but not without limits
People will share data when the payoff is obvious. Behavioral signals like browsing and purchase history feel acceptable because they directly improve the experience, and accurate recommendations make them willing to share more.
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That shift is increasing consumers’ faith in AI search results. According to Omnisend, 42% of U.S. shoppers say ChatGPT provides better product recommendations than traditional search engines, which signals a move away from search toward recommendation-driven discovery.
But willingness drops when the connection to value isn’t clear. Social data still feels personal, and consumers are far less comfortable sharing it for personalization.
Trust breaks at specific points
Trust in AI shopping isn’t abstract. It breaks at predictable points, and the data makes those lines clear.
Personalized pricing is the biggest one. Seventy percent of shoppers say they would disengage, stop buying or leave negative reviews if they were charged differently for the same product.
There are also concerns about how recommendations are generated. About 28% of consumers worry that AI is pushing sponsored products, and another 28% question whether results are biased or irrelevant.
Control is another pressure point. Thirty-four percent of shoppers are uncomfortable with AI completing purchases without approval, and 45% are uneasy about how their data is collected and used.
What’s your biggest worry about AI in online shopping?
AI is becoming a new layer of influence
AI is already shaping purchase decisions, even if it hasn’t replaced human input. Omnisend found that 18% of U.S. consumers prefer AI-generated recommendations over those from friends or influencers.
That number is still small, but it could be an indicator of a huge change. For these consumers, AI choice is supplanting search rankings and social proof. AI-generated recommendations are becoming another place where brands either show up clearly or get overlooked.
If that share grows, it will cause big changes in how marketers think about traditional channels like paid search, organic search and influencer marketing.
Clarity and control determine what happens next
The takeaway isn’t about how advanced the technology is. It’s about how clearly it’s explained and how much control consumers feel they have.
Consumers want to know what data is being used and why, understand why they’re seeing specific recommendations and retain the ability to approve decisions before anything is purchased.
This is where many implementations fall short. Even if the recommendations are accurate, a lack of transparency or control can undermine trust and reduce adoption.
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What this means for marketers
Disclosure is now part of the experience. As concerns about sponsored recommendations increase, clearly labeling paid placements is necessary to maintain credibility.
The broader shift is straightforward. Consumers will share data and rely on AI when the value is clear, but they expect boundaries to be respected.
Success will depend less on how much data is collected or how advanced the models are, and more on whether the experience feels fair, understandable and under the user’s control.
The full Omnisend report is available here. (No registration required).
Key takeaways: Generated by AI
- Consumers are willing to share behavioral data when it clearly improves recommendations
- The shift from search to recommendation is already underway
- Trust breaks at specific points including pricing, transparency and control
- AI is emerging as a new layer of product discovery alongside search and social
- Clear explanations and user control are more important than technical sophistication
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