What we lose when artificial intelligence does our shopping

Americans spend a remarkable amount of time shopping—more than they spend on education, volunteering, or even making phone calls. But the way they shop is changing dramatically as major platforms and retailers race to automate commercial decision-making.

Artificial intelligence agents can already search for products, recommend options, and even complete purchases on a consumer’s behalf. Still, many buyers are concerned about giving up control. Although many consumers say they want AI assistance, most currently say they don’t want an AI agent to complete a shopping transaction autonomously, according to a recent survey by consulting firm Bain & Company.

As scholars who study the intersection of law and technology, we have watched AI-powered commerce expand rapidly. Our research concludes that, without updated legal measures, this shift towards automated trading could quietly undermine the economic, psychological and social benefits people derive from it.