This paper examines the factors that influence people’s decision to delegate their decisions to an AI artifact. Based on authority delegation literature, we identify antecedent variables of delegation and intend to test this in the context of using AI to make purchase decisions. We argue that algorithm awareness is a key determinant of algorithm delegation. This implies that consumers’ understanding of the AI algorithms will influence their decision to delegate their purchasing decisions to AI systems. We intend to test our proposed model using mixed methods. Our potential contributions and directions for future research are discussed.