Shoppers increasingly turn to AI tools for Black Friday deals

A recent survey has revealed that a significant number of shoppers are embracing artificial intelligence (AI) tools to enhance their Black Friday shopping experience. Approximately 44 per cent of those planning to participate in this year’s Black Friday sales indicated that they would rely on platforms like ChatGPT and other AI-based tools to discover deals from the comfort of their homes. This data comes from a survey conducted by research firm Attest involving 2,000 consumers, highlighting a shift in shopping behaviours amidst ongoing economic uncertainties.

Historically, Black Friday has been characterised by large crowds and long queues forming outside retail stores as consumers sought out the best deals. However, the landscape has evolved dramatically in recent years, particularly during the COVID-19 pandemic, which accelerated a move towards online shopping and digital tools. The current trend reflects a growing reliance on technology for both efficiency and cost-effectiveness in retail environments.

The Attest survey further revealed that 48 per cent of shoppers plan to utilise generative AI tools to gain insights and inspiration for their purchases. This aligns with recent enhancements from tech companies such as OpenAI and Perplexity AI, which have introduced features aimed at assisting consumers navigate the intricate world of holiday sales. Notably, ChatGPT has expanded its capabilities to help shoppers plan their Black Friday itineraries by mapping out store visits, identifying optimal deals, and suggesting potential dining options during the shopping marathons.

Among the early adopters of AI-powered shopping assistance is Jim Malervy, a 46-year-old marketing executive from Philadelphia. Last year, he successfully utilised an AI-based pricing application to secure a $50 discount on an iPad. This season, he is employing apps like PayPal’s Honey to track deals on popular holiday items, such as the Margot Robbie rollerblading Barbie doll, in hopes of achieving a substantial discount.

In contrast to consumers eagerly leveraging AI tools, major retailers are also modernising their operational strategies to meet changing shopping patterns. Companies like Amazon and Walmart are implementing AI to refine their product recommendations and adjust pricing structures. Walmart’s Chief Financial Officer, John David Rainey, described this trend as indicative of “a glimpse of the future” for retail.

The reception of AI tools extends to individuals who may find traditional product research to be laborious and overwhelming. Frédéric Bourgeois-LeBlanc, a 32-year-old shopper from Montreal, expressed his reliance on Weever.AI, which delivers customised product recommendations tailored to his needs, particularly as he searches for gaming headphones this Black Friday.

The surge in consumer interest in AI shopping assistance has not gone unnoticed. Weever.AI’s CEO, Frédéric Marcoux, expressed readiness for an increase in demand during this shopping season. Similarly, Perplexity AI has observed a notable rise in searches related to Black Friday and Cyber Monday, underscoring the growing integration of AI in digital retail.

Shoppers are increasingly turning to social media for guidance as well. Lisi, a 17-year-old influencer known for her TikTok account “Lisi Shops,” stated that utilising AI has changed how she seeks out the latest discounts, contrasting contemporary offers with outdated promotions from earlier years.

Nonetheless, the use of generative AI tools is not without limitations. Reports indicate that ChatGPT can sometimes provide outdated information or recommendations that do not align with current offerings. Consequently, OpenAI has advised users to verify AI outputs, especially for significant financial decisions linked to holiday shopping.

As the shopping landscape continues to transform, the integration of AI into consumer behaviour signifies a critical evolution in retail strategy ahead of Black Friday, with potential implications that may resonate beyond the holiday season.

Source: Noah Wire Services