Signal 76% want to set hard limits before an assistant acts for them

Summary

Capgemini finds that 76 percent of consumers want to set firm limits before a digital assistant acts for them. Examples include spending caps and restrictions on which product categories the assistant may buy. The report argues that being able to adjust preferences, accept or reject suggestions, and control data sharing gives users confidence. Such control keeps AI in a supporting role, letting shoppers shape its behaviour around diets, budgets, or favourite brands. When users can also give feedback, the systems improve, creating a cycle of trust, relevance, and engagement.