Poland: Consumers resist AI autonomy in e-commerce

A recent report titled ‘E-commerce in Poland 2026’ reveals that while 65% of Polish internet users utilize artificial intelligence, a significant majority remain cautious about its autonomy. Approximately 71% of online shoppers do not want to relinquish control over their purchasing decisions, preferring to use AI for product comparisons and suggestions rather than allowing it to finalize transactions independently.

Usage patterns vary significantly by age, with consumers under 30 using AI tools three times more frequently than the oldest surveyed group. Younger users tend to view shopping as a lifestyle element and are more prone to impulse purchases, whereas older demographics approach e-commerce with a more task-oriented mindset.

In response to these technological shifts, researchers from the University of Łódź are conducting a study to examine the legal and ethical implications of AI in consumer markets. Led by Dr. hab. Monika Namysłowska, the project aims to evaluate how machine learning algorithms—which influence everything from personalized pricing to news feeds—affect consumer decision-making and to identify necessary updates to consumer protection laws.