Retailers looking to introduce AI-powered shopping assistants and automated purchasing experiences could face resistance from consumers, with new research finding that just 3% are comfortable allowing AI to complete routine transactions without their final approval.
The 2026 Consumer Survey from Ping Identity, which surveyed 11,000 consumers across 12 countries, found shoppers were far more comfortable using AI for assistance and recommendations than allowing the technology to act independently.
Globally, 56% of respondents were comfortable using AI for low-stakes support or recommendations, while only 5% were comfortable with AI taking action subject to their approval.
The findings highlight a potential challenge for retailers investing in agentic commerce, where AI assistants can move from helping customers research products to completing purchases and other transactions on their behalf.
Financial control was a major concern, with 42% of consumers wanting to restrict an AI agent’s spending to no more than $100, while 22% said they would not allow AI agents to conduct financial transactions at all.
Trust in how businesses handle personal information was also declining. Just 12% of consumers globally said they fully trusted organisations to manage their identity data, down from 17% in 2025.
The research found that consumers wanted greater visibility over when and how AI was being used. More than half (56%) considered disclosure of AI use more important than receiving the fastest possible result.
For retailers, failing to be transparent could have consequences for customer relationships. One in five consumers said they would immediately leave a website if they suspected AI was being used without disclosure, while another 20% said they would avoid the brand in future.
Australian consumers were particularly concerned about transparency, with 68% wanting to know whenever AI was being used. Just 18% were willing to let AI make decisions independently, compared with 70% in India and 61% in Indonesia.
Darryl Jones, Vice President of Consumer Segment Strategy at Ping Identity, said consumers were open to greater AI assistance but wanted to retain control over its actions.
“Consumers are open to AI doing more, but they want a say in how far it can go,” Jones said. “The more responsibility we give AI, the more important it becomes to be clear about what it can do, what it can access and who remains in control.”
As retailers explore AI shopping assistants capable of managing purchases, payments and customer accounts, the findings suggest that clearly communicating how AI is used, securing customer information and maintaining approval processes will be important to building consumer confidence.
