The news: AI agents are now capable of shopping on your behalf—but consumers still want to be involved in the decision-making process, according to YouGov research commissioned by Pinterest and shared exclusively with EMARKETER.

• 92% said they wanted to make the final decision on what to buy whether or not they were helped by AI; only 4% said they wanted an AI agent to make the decision for them.
• 88% agreed that AI could be useful for everyday purchases, but would prefer to shop themselves for things they care about. Thirty-nine percent wanted AI involved in at least one step of purchasing.
• 85% of US adults surveyed said they would miss something if AI handled the majority of their shopping for hobbies, clothes, and home décor.
• Gen Z adults were slightly more open to AI assistance than adults overall, but 87% still wanted to make the final decision.

The data suggests that AI is becoming an increasingly important tool for product discovery and evaluation, but consumers still overwhelmingly prefer to make purchasing decisions themselves.

Why it matters: Consumers see AI primarily as a tool for comparing options and finding the best price, not a replacement for their own purchasing judgment.

• 58% of regular AI users use the tool for product comparison, 47% use AI to compare prices and find the best value, and 46% use it for product recommendations, per Snipp.
• 82% of US consumers who had used AI for shopping in the 30 days preceding March 2026 said they used it for research and comparison, according to Horizon; 63% used AI for price tracking.
• 49% of US online shoppers use AI tools to learn more about a product, per April data from Commerce and Paypal.
• But trust appears to stop short of giving AI purchasing abilities. Fifty-two percent of US adults would prevent AI from completing a purchase on their behalf due to a fear of fraud, while 40% cite a fear of overspending and 33% worry they’ll receive the wrong product, according to Spreedly.

Recommendations for brands: Prepare for AI to influence product discovery and consideration without assuming it will replace traditional purchase journeys entirely.

• Optimize for AI-driven discovery rather than agent-led transactions. As consumers turn to AI to compare products and find recommendations, brands should ensure product information is accurate, comprehensive, and easy for AI tools to surface. Accurate descriptions, pricing, reviews, and availability can all influence whether a brand appears in AI-generated responses.
• Preserve consumer control in AI shopping experiences. Brands developing or deploying AI shopping tools should prioritize personalized guidance over fully automated purchasing. AI should be treated as an additional research tool rather than a replacement for existing commerce channels.

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