AI In The Cart: Most Online Shoppers Rely On It During Checkout

Consumers are increasingly open to sharing their data in exchange for more relevant product recommendations, but they strongly oppose the use of AI for personalized pricing, according to Omnisend.

A recent study shows that shoppers are becoming more comfortable with artificial intelligence, particularly in online shopping experiences. This shift is significant for email marketers looking to improve open rates, click-through rates, and overall ROI.

Acceptance of AI-assisted checkout has surged from 34% to 80%, suggesting it could play a role in reducing cart abandonment. Additionally, nearly 90% of consumers are willing to share their data to receive more personalized suggestions.

“In a challenging economy, shoppers take extra time to justify their purchases,” says Bernard Meyer, AI operations manager at Omnisend. “They compare prices, read reviews, and explore alternatives, often second-guessing their decisions at checkout. AI can simplify this process and help build purchase confidence.”

Comfort with AI continues to grow, with 38% of consumers having already completed a purchase through ChatGPT. Furthermore, 88% are open to sharing personal information—such as location data (34%) and email receipts (32%)—to improve recommendations.

About 29% of shoppers are comfortable allowing AI to make purchases on their behalf, while a smaller group (16%) would even permit automatic reorders without manual approval.

However, consumers clearly set boundaries. Around 70% say they would stop engaging with a brand that uses AI for dynamic or personalized pricing, with many willing to complain or leave negative feedback.

Shoppers also want safeguards in place: 29% insist on having final approval over purchases, and 22% prefer AI to be limited to smaller transactions.

Privacy remains a major concern. Nearly 45% of consumers worry about how their data is collected and used, while 86% still express at least some level of concern about AI overall. Additionally, 28% are cautious about biased or paid AI recommendations.

Meyer concludes, “AI can reduce friction between intent and purchase, but its success depends on trust. Consumers need to believe that recommendations are genuine and that their data won’t be misused.”