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As brands race to invest in agentic commerce, a new Gartner survey reveals a critical disconnect: while consumers are open to AI shopping assistance, only 11% are willing to let AI make purchase decisions for them. The findings, released May 27, 2026, underscore that marketers must prioritize AI shopping tools that support research and comparison rather than autonomous decision-making.
What the Gartner AI Shopping Survey Found
Gartner surveyed 322 U.S. consumers in January 2026 and found that willingness to let AI make purchase decisions topped out at 11% for lower-stakes categories like personal care and household supplies. However, consumers showed far greater openness to AI tools that help narrow choices: 31% were willing to allow AI to narrow choices for household supplies purchases, and 28% were willing for personal electronics purchases.
“Consumers are not looking to outsource shopping decisions to AI,” said Kate Muhl, VP Analyst in the Gartner 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.”
Trust and Accuracy: Key Barriers to AI Shopping Adoption
Trust and accuracy remain significant hurdles. A separate Gartner survey of 846 U.S. consumers conducted November through December 2025 found that even early adopters encountered friction. 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,” said Muhl. “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.”
This friction is especially relevant as consumers encounter GenAI more frequently. Seventy-two percent of consumers said “generative AI appears in my internet and app use whether I asked for it or not.” Passive exposure, Muhl warns, should not be mistaken for active adoption. The AI shopping tools landscape is evolving rapidly, but consumer comfort lags behind investment.
Implications for Marketers Investing in AI Commerce
The Gartner survey suggests that marketers should focus AI shopping investments on tools that help consumers research products, compare prices, surface deals and narrow choices—rather than fully autonomous shopping agents. This aligns with broader trends in consumer AI trust and adoption, where transparency and user control are paramount.
Gartner clients can read more in the report Prioritize Top-of-Funnel AI Shopping Tools for Consumer Adoption.
Key Statistics at a Glance
- Only 11% of U.S. consumers willing to let AI make purchase decisions for low-stakes categories.
- 31% willing to let AI narrow choices for household supplies.
- 28% willing to let AI narrow choices for personal electronics.
- 54% of AI shopping users had to double-check GenAI accuracy.
- 62% said GenAI shopping information was a waste of time.
FAQ: AI Shopping and Consumer Trust
What is agentic commerce?
Agentic commerce refers to AI-powered systems that can autonomously make purchasing decisions or take shopping actions on behalf of consumers, such as automatically reordering supplies or negotiating prices.
Why don't consumers trust AI to make purchase decisions?
Consumers cite accuracy concerns, lack of transparency, and the feeling that AI tools create more work by requiring verification of recommendations. Trust is eroded when AI provides incorrect pricing, product fit, or recommendations.
What AI shopping tools do consumers actually want?
Consumers prefer AI tools that assist with product research, price comparison, deal discovery, and narrowing choices—while keeping the final decision in human hands.
How can marketers build trust in AI shopping tools?
Marketers should prioritize transparent, reliable information; avoid over-promising on AI capabilities; and design tools that enhance consumer control rather than replace it.
What percentage of consumers use AI for shopping?
While exposure to GenAI is high (72% encounter it passively), active adoption for shopping decisions remains low. The Gartner survey found only 11% willing to let AI make purchase decisions.
About Gartner Marketing Symposium/Xpo
The Gartner Marketing Symposium/Xpo is taking place June 8-10 in Denver, providing marketing leaders with actionable advice about trends, tools and emerging technologies in an AI-driven world. Follow updates using #GartnerMKTG.
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