From Search To Checkout: AI Is Reshaping Shopping, But Trust Hangs In Balance

Nearly two-thirds (63%) of Americans have used genAI in the last 6 months for various shopping tasks, according to recent numbers from Omnisend, up enough from 59% in August 2025 to suggest “AI is moving beyond early adoption and into everyday use.”

“AI adoption in shopping is driven first by practicality,” says the report. “Across markets, the most common reason people use AI is simple: it saves time. … Discovery is another driver. Around one in three to four shoppers say AI helps them find products they wouldn’t have discovered otherwise.”

(Source: Omnisend)

While 14% of Americans said they have no concerns about online shopping with AI, nearly half (45%) worry about how data is collected or used, while 34% worry about purchases completed without approval and 33% worry about “prices or choices being optimized for the platform, not for me.” Even personalization that appeared to price-favor others was a noted concern.

“If a retailer used AI to charge different customers different prices for the same product, 70% of Americans … say they would reduce engagement or stop shopping there, or even leave negative reviews,” says the report. “All in all, these results show that trust grows when control, transparency, and safeguards are visible — and it retracts quickly when those boundaries are crossed.”

For more information about how to improve your email deliverability, download A Beginner’s Guide to Email Marketing by Mirabel’s Marketing Manager: