What we lose when artificial intelligence does our shopping

Americans spend a remarkable amount of time shopping – more than on education, volunteering or even talking on the phone. But the way they shop is shifting dramatically, as major platforms and retailers are racing to automate commercial decision-making. Artificial intelligence agents can already search for products, recommend options and even complete purchases on a consumer’s behalf. Yet many shoppers remain uneasy about handing over control. Although many consumers report using some AI assistance, most currently say they wouldn’t want an AI agent to autonomously complete a shopping transaction, according to a recent survey from the consultancy firm Bain & Company. As scholars studying the intersection of law and technology, we have watched AI-assisted commerce expand rapidly. Our research finds that without updated legal measures, this shift toward automated commerce could quietly erode the economic, psychological and social benefits that people receive from shopping on their own terms. Caveat emptor Part of shoppers’ hesitation is about privacy. Many are unwilling to share sensitive personal or financial information with AI platforms. But more profoundly, people want to feel in control of their shopping choices. When users can’t understand the reasoning behind AI-driven product recommendations, their trust and satisfaction decline. Shoppers are…

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