A new survey by Chadix has revealed that 70% of consumers feel emotionally manipulated by AI shopping assistants. 

The survey, conducted with 3,500 respondents across the United States, sheds light on how AI tools designed to enhance personalization are instead evoking emotions like guilt, fear of missing out and excitement to drive purchasing decisions.

“Emotional commerce is reshaping the shopping experience,” said Danny Veiga, founder and AI technology strategist at Chadix. “AI shopping assistants have unlocked new ways to engage consumers, but this survey highlights the fine line between personalization and manipulation. Retailers need to tread carefully to maintain trust.”

Key study findings:

Emotional impact:

• 70% report emotions driving AI-recommended purchases
• Top triggers: Excitement (70%), fear of missing out (65%) and guilt (55%)
• 60% make frequent impulse purchases based on AI suggestions

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Generational divide:

• Gen Z (18-28): 65% make guilt-driven purchases
• Millennials (29-44): 35% primarily driven by excitement
• Gen X (45-60): 35% showed guilt susceptibility remained the same
• Baby Boomers (61+): 35% maintain skepticism

Purchase patterns:

• 30% purchase eco-friendly products through guilt-based recommendations
• 25% buy health and wellness items
• 20% opt for charitable goods

Consumer awareness:

• 20% very aware of emotional manipulation tactics
• 40% somewhat aware
• 40% neutral or unaware

“AI shopping assistants have an incredible ability to personalize the shopping journey, but there’s a risk of crossing ethical boundaries,” Veiga said. “Retailers should focus on fostering positive emotions like excitement and curiosity rather than exploiting vulnerabilities like guilt and FOMO. When done ethically, emotional commerce can enhance customer trust and loyalty.”

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Veiga added. “Consumers are savvy and increasingly value authenticity. Retailers that openly disclose how their AI systems operate will stand out in a crowded marketplace. The key is balance—personalization should feel helpful, not manipulative.”

Tips for retailers using AI shopping assistants:

• Prioritize transparency: Be upfront about how AI tools generate recommendations to build consumer trust.
• Leverage positive emotions: Focus on creating excitement and curiosity rather than guilt or fear.
• Educate consumers: Provide resources to help users understand AI-driven personalization, fostering a sense of control.
• Test ethical limits: Regularly review AI algorithms to ensure they avoid manipulative practices.
• Incorporate feedback loops: Allow consumers to provide input on their AI experiences, ensuring continuous improvement.

“The findings paint a clear picture – AI isn’t just changing how we shop, it’s changing how we feel while shopping,” Veiga said. “With 70% of consumers admitting to emotional influence by AI, we’re seeing a shift from ‘add to cart’ to ‘appeal to heart.’ The real challenge for retailers in 2025 isn’t about making smarter recommendations – it’s about making more responsible ones.”