Only 7% of fashion shoppers said they would allow an AI assistant to make purchases without approval, according to an Retail Dive - Technology survey of more than 3,300 U.S. and U.K. consumers. Slightly more than half—53%—said they were uncomfortable with letting an AI assistant make purchases on their behalf, and 14% would require manual approval for every AI assistant's purchase. Shoppers were most interested in using AI tools to help them save money, with the most valued features being price drop alerts and cross-retailer price comparisons.
Consumers trust AI's ability to gather and surface merchandise options but want to retain final purchase authority. Privacy and trust are top concerns, with more than 53% of global consumers worried that AI-enabled support poses privacy risks. Retailers have an opportunity to build loyalty by positioning AI as a "better editor"—one that curates assortments and explains why choices are better based on consumer criteria such as material quality, fit, or compatibility with existing purchases—rather than as an autonomous buyer.
The findings suggest that successful agentic commerce implementations must prioritize user control and transparency. Features such as order tracking, return management, access to promotions, and saved payment credentials embedded in retailer applications are most effective when they enhance the shopping experience without removing consumer agency from purchase decisions.