Consumer Behavior

Most fashion shoppers don’t trust AI to make purchases

Generated by AI/Adobe Stock

September 25, 2026

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Just 7% of fashion shoppers trust AI to buy for them and want more control before giving AI tools that task.

That's a prime finding of research from ACI Worldwide and YouGov that also revealed fashion shoppers are most interested in AI tools that help them save money, according to a press release.

The survey of more than 3,300 consumers across the U.K. and U.S. revealed price drop alerts and cross-retailer price comparisons were the most valued features, well ahead of personalized product recommendations (18%) and outfit suggestions (17%).

"Consumers are drawing a clear distinction between AI that helps them make better decisions and AI that makes decisions for them," Adriana Iordan, global head, merchant product management and payment intelligence at ACI Worldwide, said in the release. "Fashion shoppers see real value in AI tools that help them find better prices, but they're not ready to hand over the final purchase decision. For merchants, the challenge is making AI-driven purchases feel as secure and controllable as any other transaction."