Amazon's AI shopping assistant, Rufus, on a computer monitor on Dec. 1, 2024, in New York. Company apps, including Rufus, may make it easier to shop, but consumers might balk at giving up too much of the shopping experience AP Photo/Peter Morgan

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.

Originally published on theconversation.com, part of the BLOX Digital Content Exchange.

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