Artificial intelligence is moving into the grocery aisle, and new research suggests it may come with a hidden cost for shoppers. A study from Bayes Business School at City St George's, University of London found that customers who used smart shopping carts spent 32% more on average than those who opted for a traditional cart. These tech-equipped carts, fitted with tablet-style screens on the handle, also led to shoppers purchasing 25% more items and spending 23% more time in the store.
The research, published in the Journal of Business Research, analyzed 12,418 shopping sessions at a well-known German supermarket chain during March 2025. Of those trips, 9,422 involved shoppers actively using the smart-cart technology. The carts offered features like digital shopping lists, personalized recommendations, in-store navigation, and checkout-free payment. Researchers tracked spending, item counts, and trip duration, finding that the spending gap widened during afternoons and weekends, while shoppers generally spent the most time in stores during the evening.
Dr. Sabrina Gottschalk, a lecturer in marketing at Bayes Business School and lead author of the study, said the findings suggest retailers could see significant revenue gains from the technology. The screens provide a new platform for special offers and product recommendations, as well as advertising space that reaches customers while they are actively deciding what to buy. Essentially, the grocery cart has become another screen competing for a shopper's attention.
However, the study has important limitations. Because it observed shopping behavior rather than randomly assigning shoppers to different carts, the results do not prove that the technology itself caused the 32% increase. Shoppers who chose a smart cart may have already planned a larger grocery run or been more interested in technology designed to make navigation easier. The researchers also found that "superusers" who interacted with the screen more than 20 times per trip bought significantly more items and stayed longer, but they did not spend more money overall. In fact, once screen interaction reached higher levels, spending and basket size began to decline, suggesting some shoppers were using the technology for the experience rather than to buy more.
While this study took place in Germany, smart carts are already appearing in U.S. grocery stores. Instacart reports that thousands of its AI-powered Caper Carts are deployed across more than 100 cities, spanning 15 states and over a dozen retail banners as of May 2026. Retailers using the technology include Kroger, Schnucks, and Wakefern banners such as ShopRite and Fairway Market, with Weis Markets also beginning deployment at select stores. Caper Carts use cameras, built-in scales, and sensors to track what shoppers put in or remove from their baskets, while also delivering recommendations on the screen.
Amazon offers a competing version called the Dash Cart, which displays prices, keeps a running total, and provides personalized nearby deals and navigation assistance. As these smart carts become more common, shoppers may want to be mindful of how the technology influences their purchasing decisions. The convenience of skipping the checkout line and getting personalized offers comes with the risk of spending more than intended.