As AI-powered shopping assistants become increasingly common, customer experience leaders are being urged to prioritise transparency and human oversight if they are to maintain consumer trust.
New research from Exploding Topics by Semrush found that 78% of consumers have used AI to help with shopping during the past six months. However, only one in three would trust an AI assistant to complete purchases on their behalf, highlighting a significant confidence gap as retailers expand AI-driven customer journeys.
Major retailers including Amazon and Walmart are embedding AI shopping assistants into the customer experience, while Target has updated its terms of service to state customers are financially responsible for errors made by its AI assistant. These developments have sparked wider debate around accountability, transparency and customer protection.
Jonny Murphy-Campbell, ethical AI expert at Resolvable, believes the issue is not AI itself, but how organisations deploy it.
“AI expansion is highly beneficial for customer experience, but it doesn’t come without limitations,” he said. “The problem consumers have with AI embedded in the shopping experience is not AI itself. The majority are already using generative AI for recommendations and AI-powered customer service. The real issue is the lack of transparency around AI-led shopping.”
For contact centre and customer experience leaders, the findings highlight several priorities as AI becomes more deeply embedded across customer interactions.
Chief among them is ensuring customers always retain control over purchasing decisions, with AI acting as an assistant rather than making autonomous transactions. Organisations should also provide clear terms and conditions explaining where responsibility lies if AI-generated recommendations or purchases result in errors.
The research also underlines the importance of seamless escalation pathways. While AI can resolve routine enquiries efficiently, customers still expect rapid access to human advisors when issues become more complex or require judgement beyond the capabilities of automated systems.
Transparency around product recommendations and responsible handling of customer data were also identified as critical factors in maintaining trust. Clearly explaining why products have been recommended and giving customers visibility and control over how their personal data is used can help build confidence in AI-enabled experiences.
As customer expectations continue to evolve, the research suggests successful organisations will be those that balance AI-driven efficiency with human expertise, ensuring automation enhances rather than undermines trust and long-term customer relationships.
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