US Retailers Promote AI Shopping Assistants But Shift Error Responsibility to Consumers

Major U.S. retail companies are accelerating the adoption of AI shopping assistants, but when AI errors cause user losses, responsibility is often shifted to consumers. This 'double standard' is gradually becoming an industry norm in the AI wave: enterprises actively promote AI functions but avoid responsibility when risks arise.

Target recently updated its terms, clearly stating users are responsible for errors from its Google Gemini-based AI shopping assistant. Whether buying the wrong item or choosing expensive products without authorization, users bear the costs. Walmart also included liability-avoiding clauses for its AI shopping assistant Sparky, noting generative AI may provide inaccurate info or misinterpret user input.

While Target's spokesperson said users can still return items via regular processes, the trend of retail industries shifting more AI risks to consumers through rule design has emerged.