AI in e-commerce introduces deceptive images and autonomous shopping risks

The rise of artificial intelligence in e-commerce is introducing new risks for consumers, ranging from deceptive imagery to the emergence of autonomous shopping agents.

Consumer advocates are warning against the use of AI-generated product images on platforms such as Vinted and Kleinanzeigen. These images can mislead buyers by showing product details—such as specific sleeve styles—that do not match the actual item received. To mitigate this, experts recommend comparing marketplace photos with original manufacturer images and documenting the unboxing process via video to provide evidence in case of disputes.

Simultaneously, the industry is moving toward ‘Agentic Commerce,’ where AI agents, such as those being developed by Amazon and Google, can research, compare, and autonomously complete purchases and payments on behalf of users. While technically possible in regions like Germany, this shift raises significant legal concerns regarding liability, contract law, and consumer rights. Experts highlight risks such as unclear accountability if an AI makes an incorrect purchase or falls victim to fraudulent websites, as well as security vulnerabilities stemming from the extensive permissions these agents require, including access to emails and payment systems.