AI Shopping Grows, But Trust Hits a Ceiling

AI has become deeply embedded in how consumers approach shopping, but a firm boundary exists when it comes to handing over the reins entirely. According to fresh data from Exploding Topics, 77.6% of consumers have used AI to assist with shopping in the past six months, with over 43% doing so on a weekly basis.

This level of integration signals that AI is now a routine part of everyday buying habits. Yet, the majority of these users remain hesitant to let AI take the final step and complete a purchase. This disconnect between high usage and limited trust highlights a growing ceiling in AI commerce. Shoppers are comfortable leaning on AI to guide their decisions, but they are not ready to delegate the act of buying itself.

The divide is evident in how AI is currently employed. Most consumers turn to it for product research and price comparison, keeping it firmly in the discovery phase rather than the transaction phase.

Understanding the trust ceiling

AI has proven effective at shaping what people buy. Around 68.64% of users say it has influenced a purchase they would not have made otherwise, giving it real sway in the decision-making process. However, trust drops sharply when money enters the equation. More than half of consumers are uncomfortable with AI storing their card details, and the most common amount they would allow AI to spend autonomously is $0.

Even among frequent users, most cap that figure at $50 or less. This suggests the issue is not a lack of familiarity with AI, but a lack of confidence in relinquishing control. The result is a structural split in the shopping journey: AI functions as a decision layer that shapes consideration, but the transaction layer still requires human action.

What this means for marketers

For martech teams, the implications are immediate. If AI influences decisions but does not close transactions, then visibility within AI-generated responses becomes critical. Nearly half of shoppers either start with AI or use it to validate their choices, meaning being cited or recommended can directly impact conversion paths. This is where generative engine optimization starts to play a larger role alongside traditional SEO.

At the same time, perception is becoming a constraint. Only a small share of consumers believe AI shopping tools primarily serve them; many think these tools benefit platforms and advertisers instead. That skepticism carries over into new features like AI-driven checkout. Even regular users describe these tools as suspicious or untrustworthy, slowing the adoption of fully automated commerce.

The result is a two-speed market. AI adoption will continue to grow, but its role will expand unevenly across the funnel, with influence outpacing execution. The takeaway is straightforward: AI can guide decisions and shape demand, but for now, the final step still belongs to the consumer.