2 in 3 shoppers who use AI have seen it get product info wrong.
We asked US online shoppers how they use AI to shop ahead of Black Friday. Half already do, most will this BFCM, and when AI quotes the wrong price or stock, the sale usually goes somewhere else.
66 have seen wrong product info from AI. Of those, 65% walked away from the purchase.
of US online shoppers already use AI to help them shop
of Black Friday shoppers are likely to use AI this year
of AI shoppers have seen it get product info wrong
of them walked away from the purchase
of AI shoppers have bought from a brand AI introduced them to
Black Friday shoppers will ask AI to do the comparison work.
63% of people planning to shop Black Friday are likely to use AI this year. Their requests are practical: find the deal, watch the price, compare the options.
That favors brands whose sale prices, stock and product details are clean enough for an agent to compare.
Base: shoppers likely to use AI for holiday or BFCM shopping (n=732)
When AI gets it wrong, the sale goes elsewhere.
Two in three shoppers who use AI have seen it quote the wrong price, stock, size or policy. Price and stock lead, and both change fastest during BFCM.
Of shoppers who got wrong information, 65% walked away from the purchase they had planned.
What AI got wrong
Base: all shoppers (n=1,614)
What they did next
Base: shoppers who got wrong info from AI (n=578)
AI is a new-customer channel.
2 in 3 AI shoppers have discovered a new brand through AI, and 38% have bought from a brand it introduced them to.
It is not one assistant either: Google Gemini or AI Mode is now used as widely as ChatGPT.
Where AI shoppers use it
Base: shoppers who have used AI to shop (n=755)
Assistants used in the past 3 months
Base: all shoppers (n=1,614)
Three things to fix before Black Friday.
AI agents read structured product data, not your banners. These are the fields shoppers told us AI gets wrong.
Put the sale price in the product data
A discount that only lives in a banner or theme is invisible to an agent comparing deals.
Keep sizes, colors and stock in sync
Inventory moves fastest during BFCM. A sold-out size quoted as available costs you the shopper.
Show up for the prompts shoppers type
Shoppers describe a need, not your brand name. Check which high-intent prompts return your products and which return a competitor's.
Find the high-intent prompts your brand isn't surfacing for.
We check Shopify's global catalog for the prompts shoppers use in your category and show you where competitors appear and you don't.
Make your catalog readable to AI agents.
AgentIQ by 40rty optimizes your Shopify product listings so AI shopping agents can find, trust and recommend your products.
Methodology: online survey of 1,614 US adults who shopped online in the past 12 months, fielded via Pollfish on October 9, 2026, weighted to US census on age and gender. Margin of error about ±2.6 points on the full sample. Figures marked "AI shoppers" are among respondents who have used AI to help them shop (n=755).