--- title: "Tech companies invest in AI-powered shopping tools despite consumer reluctance" url: https://newscentral.site/tech-companies-invest-in-ai-powered-shopping-tools-despite-consumer/ language: en publisher: "News Central Site" section: "Business" published: 2026-11-14T09:00:00.000Z updated: 2026-11-15T07:49:26.074Z id: 861f5d4c-0d74-4fe2-901c-7f87f8d68232 source: "Fortune https://fortune.com/2026/11/14/ai-holiday-shopping-bank-of-america-survey-2026/" attribution: "Link to https://newscentral.site/tech-companies-invest-in-ai-powered-shopping-tools-despite-consumer/ and name News Central Site when you quote or summarize this story." --- # Tech companies invest in AI-powered shopping tools despite consumer reluctance A new survey by Bank of America found that nearly three-quarters of Americans do not plan to use AI tools for holiday shopping needs this year. Tech companies have been investing heavily in teaching artificial intelligence to handle shopping tasks. Google has introduced an innovative feature that allows users to manage their shopping cart through AI, while Meta's Muse enables users to search for products and prepare purchases with ease. OpenAI's new ChatGPT Wallet also lets eligible users pay for purchases using an AI agent. However, despite these advancements, many Americans seem unenthusiastic about adopting AI-powered shopping tools for holiday gifts. A recent survey conducted by Bank of America reveals that nearly three-quarters of respondents - 72% to be exact - do not plan to use AI tools for their holiday shopping needs this year. The increase in resistance towards AI shopping is quite substantial, with the percentage of non-users rising from 49% last year to 72% this year. This significant jump suggests a disconnect between the tech industry's ambitions and consumer preferences when it comes to using AI for gift shopping. The reasons behind this reluctance are multifaceted. Shoppers who have opted out of using AI tools for holiday gifts cited various concerns, with many emphasizing the importance of personal touch in gift giving. A notable 42% expressed reservations due to personal or ethical reasons, while 37% felt that relying on AI takes away from the human element involved in selecting gifts. On the other hand, 26% of respondents were skeptical about AI recommendations. According to Lora Monfared, head of consumer credit card products at Bank of America, consumers may be becoming more discerning in their use of AI technology, particularly when it comes to holiday spending. As holiday shopping season approaches, tech companies are increasingly relying on AI-powered tools to make the process easier and more efficient. However, a new survey suggests that Americans may be growing tired of these digital assistants, at least when it comes to gift-giving. The survey found that 87% of respondents expect to spend the same amount or less on holiday shopping this year compared to previous years. Moreover, 63% of participants said they prioritize their own budgets over what friends and family spend on gifts. This approach may be influencing how consumers interact with AI and social media during the holiday season. The reluctance to use AI for gift-giving may not stem from concerns about its capabilities but rather from a sense of loss of personal touch. According to Colleen Kirk, a professor of marketing and management at New York Institute of Technology, gifts are often given from the heart and carrying out this act with the help of technology can be problematic. Kirk's research in consumer psychology has revealed that individuals may feel guilty when using AI to generate heartfelt messages because they no longer feel entirely in control. Similarly, she believes that consumers might worry about sacrificing the thoughtfulness behind a gift by relying on AI-powered suggestions. This concern for personal involvement and emotional connection could be a significant factor in Americans' hesitation to use AI for holiday shopping. As technology continues to evolve and become more integrated into our lives, it remains to be seen whether companies will adapt their strategies to meet consumers' changing needs. The concept of psychological ownership is crucial in shopping experiences, making consumers feel invested in their choices. According to researchers, this feeling arises from engaging in activities like browsing stores and comparing options online, which can be seen as a way of giving part of oneself to someone else. Using AI to streamline the shopping process, on the other hand, can strip away this sense of ownership, suggesting that the technology is taking control rather than empowering the individual. This shift in dynamics can make consumers feel detached from their purchasing decisions. While Americans may be hesitant to fully adopt AI-powered shopping for holiday gifts, they are still willing to utilize it for more mundane tasks. A recent survey found that nearly one-fifth of respondents plan to use AI to compare prices or deals, and a smaller percentage will rely on it for gift ideas or inspiration. Despite these findings, tech companies continue to bet big on the potential of AI shopping, aiming to eventually make purchases on consumers' behalf. This endeavor may be at odds with the current sentiment among American shoppers, who seem to be adopting a more cautious approach to AI-powered retail experiences. For now, AI's role in shopping appears to be limited to tasks that don't require complete control or personal involvement, such as finding coupons or comparing prices. Even in these areas, consumers may still prefer to maintain some level of agency over their purchasing decisions. When shopping for gifts, consumers are best served by generating their own ideas first and then using AI to refine their choices. Research has shown that when individuals take ownership of an idea before involving AI, they feel more invested in the outcome. For many Americans, holiday shopping is a time-consuming task that takes away from quality time with loved ones. In this context, letting AI handle routine tasks may be seen as a worthwhile compromise, allowing consumers to focus on what truly matters, nurturing emotional connections with family and friends. --- Source: [Fortune](https://fortune.com/2026/11/14/ai-holiday-shopping-bank-of-america-survey-2026/) Published by News Central Site: https://newscentral.site/tech-companies-invest-in-ai-powered-shopping-tools-despite-consumer/