The origins of emotional shopping go back decades. Psychologists studying this type of consumer behavior have cited a number of factors for why people make purchases of things they don’t need. Researchers say the behavior is triggered by a variety of emotional triggers while under stress or of feeling that one doesn’t have control.

Behavioral scientists also note that marketing plays a key role in enabling this behavior and in some cases may cause it to worsen. But there’s a new aspect of this behavior and the enabler is AI.

Fresh research from Chadix shows that 70 percent of consumers polled “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, FOMO [fear of missing out] and excitement to drive purchasing decisions,” the report’s authors said. Chadix is an SEO automation solution provider.

“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.”

The study found that the top triggers of emotional commerce were excitement at 70 percent, FOMO with 65 percent and guilt at 55 percent. Of those polled, 60 percent said they make frequent impulse purchases based on AI suggestions.

There were some generational differences in regard to the reasons driving irrational purchases. Of Gen Z polled, 65 percent said it was guilt-driven. For Millennials, 35 percent of the purchases were fueled by excitement,

Looking at what they purchased during these emotional episodes, 30 percent of all respondents bought eco-friendly products “through guilt-based recommendations” while 25 percent of those polled purchased health and wellness items. Twenty percent bought charitable goods.

When asked if they were aware of emotional manipulation tactics, 20 percent said they were “very aware” while 40 percent were somewhat aware and 40 percent were neutral or unaware.

Regarding the risk of bridging ethical boundaries, Veiga said, “AI shopping assistants have an incredible ability to personalize the shopping journey, but there’s a risk of crossing ethical boundaries. 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.”

Veiga emphasized the importance of transparency in today’s AI-driven commerce. “Consumers are savvy and increasingly value authenticity,” Veiga said. 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.

“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 percent 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.”

The report’s authors offered some practical tips for retailers and brands who use AI shopping assistance to make the experience better for the consumer. They said it is important to prioritize transparency. “Be upfront about how AI tools generate recommendations to build consumer trust,” the reported stated, adding that leveraging positive emotions such as curiosity is better than guilt or fear.