Amsterdam, Netherlands – February 22, 2026 – Major players including Google and Klarna are preparing to deploy autonomous AI agents to make online purchases on behalf of consumers this year, promising increased convenience by automating product selection, price negotiation, and order completion. However, the rise of AI-powered shopping services is accompanied by significant risks for both consumers and retailers, according to a report in De Telegraaf.
For consumers, concerns center around data privacy – specifically the sharing of payment and preference information – a lack of transparency regarding product selection rationale, potential biases in recommendations, and unclear liability in the event of errors. The emergence of these AI shopping tools raises questions about consumer protection in an increasingly automated marketplace.
While webshops could benefit from latest sales channels, they too face the potential loss of direct customer relationships, price control, and profit margins as platforms exert greater control or impose higher commissions. Smaller suppliers may be disadvantaged if algorithms favor larger brands or if integration costs prove prohibitive. This shift in power dynamics could reshape the competitive landscape for online retailers.
The report highlights the need for regulation, clear opt-out options, standardized interfaces, and greater transparency regarding data usage and trading algorithms to maximize the benefits of AI shopping – including speed and personalization – without compromising consumer rights or fair competition. The debate reflects a broader discussion about the societal impact of rapidly advancing artificial intelligence.
Experts are weighing the potential benefits and drawbacks of AI agents handling consumer purchases. De Limburger reported that a Maastricht University expert acknowledged public anxieties but cautioned against panic, suggesting a measured approach to evaluating the technology’s impact.
The increasing sophistication of AI chatbots is also evident in their broader capabilities. PCMag’s 2026 review of AI chatbots notes that beyond information retrieval, these tools can now generate images, videos, and comprehensive research reports, as well as process files and engage in complex conversations. Google’s Gemini was identified as the top overall performer, lauded for its technology and integration with Google’s suite of applications.
The development of these AI agents raises fundamental questions about the future of commerce and the role of automation in everyday life, as explored in medischcontact and de Volkskrant.
