Consumers Want AI — As Long As They’re the Ones in Control
A Shift study found that 51% say customizable AI is important, while 44% worry about unauthorized actions.
As AI becomes increasingly integrated into everyday life, consumers are signaling that while innovation is welcome, control is non-negotiable.
According to Shift’s 2026 AI Consumer Insights Survey, nearly a third of consumers report engaging with AI daily, and 31% actively use browser-based AI tools. Adoption is particularly strong among tech/IT professionals and hybrid employees, while older consumers are less likely to use it.
More than half (53%) say AI improves their digital experience, but that enthusiasm comes with real concerns:
- 44% worry about AI taking actions without approval
- 26% report difficulty managing or turning off AI features
Shift’s research shows customization is quickly becoming a key differentiator. Among the general population, 66% say the ability to customize or limit AI features is very (36%) or somewhat (30%) important. The share saying it's "very important" jumps to 51% with both hybrid workers and tech/IT employees.
“AI is moving quickly and so are user expectations for transparency and control,” said Michael Foucher, Vice President of Product and Customer Success at Shift. “Consumers clearly see value in AI tools, yet they also want greater clarity and control over how those systems operate.”
The future of AI adoption, the survey suggests, belongs to systems that empower users to shape the technology around their needs rather than forcing them to adapt to it.
For more consumer insights around AI, download Shift’s full report here.