AI Reshaped Black Friday Buying Behaviour

A pre-Black Friday study of 2,000 US consumers provided insights into how artificial intelligence might influence shopping patterns during the retail event. The research, conducted in early November, revealed strong intentions to use AI tools throughout the shopping process, suggesting a potential shift in consumer behavior.

The survey data showed that 44% of prospective Black Friday shoppers planned to utilize AI shopping assistants, while 48% intended to employ generative AI platforms like ChatGPT for product research and inspiration. Consumer confidence in these AI tools appeared notably high, with 40% expressing complete trust in AI-powered shopping recommendations before the event.

Millennials emerged as the demographic most likely to adopt AI shopping technology, with 22% reporting they were "very likely" to use AI shopping assistants and 21% indicating strong intent to utilize generative AI platforms. This suggested a potentially significant shift in shopping behavior for this demographic.

According to the study, consumers planned to use AI tools for multiple purposes. Price comparison emerged as the dominant intended use case, with 56% of potential AI users planning to leverage the technology to identify optimal pricing. Product research followed closely, as nearly half of consumers intended to use AI to gather detailed product information. The technology was also expected to prove valuable for brand and model selection, with 40% of potential AI users planning to employ it to navigate specific product categories.

The anticipated influence of AI coincided with projected increases in online shopping preference. The research indicated that 26% of Black Friday shoppers planned to conduct their purchases exclusively online, representing a 6 percentage point increase from the previous year. This trend appeared particularly pronounced among shoppers over 40, with 30% planning for online-only purchases compared to 23% of those under 40.

Major retailers prepared their strategies based on these consumer intentions. Walmart, which emerged as the most anticipated Black Friday destination for 35% of shoppers, launched new AI tools including a generative AI search experience oriented toward specific use cases. Amazon, preferred by 33% of shoppers, expanded access to its AI shopping assistant Rufus across its US customer base ahead of the event.

The pre-event research also revealed an interesting correlation between Prime Day participation and Black Friday plans. Rather than suggesting potential cannibalization of Black Friday sales, Prime Day shoppers demonstrated higher purchase intent and larger spending plans for Black Friday. The survey found that 98% of Prime Day participants planned Black Friday purchases, with 35% indicating intended spending exceeding $300.

The study's findings signal a fundamental shift in consumer behavior that directly impacts e-commerce platforms and marketplace sellers. With 56% of shoppers planning to use AI for price comparison and 48% intending to use generative AI for product research, sellers face new imperatives in pricing strategy and product presentation. This shift suggests that competitive pricing and AI-optimized product content may become as crucial as traditional marketing approaches.

For marketplace sellers, particularly on Amazon where AI tools like Rufus are becoming integral to the shopping experience, the implications are significant. The 40% of consumers planning to use AI for brand and model selection indicates that success may increasingly depend on how well product listings are optimized for AI-driven comparison shopping. Detailed specifications, clear differentiation points, and structured product information could become key drivers of visibility and conversion.

These insights suggest that e-commerce success will increasingly hinge on understanding and adapting to AI-enhanced shopping behaviors. Sellers who adapt their strategies - from inventory management to product presentation - to align with AI-driven purchase decisions may gain significant advantages in the evolving retail landscape. The high proportion of customers planning to engage with AI tools indicates that this shift is not just a trend, but a fundamental change in how consumers discover, evaluate, and purchase products.

• Study reveals ad buyers' top 2025 concern is placement near misinformation, while social media remains their primary focus for innovation.

• Harvard study finds that AI is already replacing jobs post-ChatGPT, with writing and development roles most impacted.

• Musk seeks injunction against OpenAI and Microsoft, alleging anticompetitive behavior and deviation from nonprofit mission. 

• A study shows brands with user-generated content see triple website visits and 63% higher sales compared to those without UGC.

• Here are 68 A/B testing ideas for landing pages

• Docs to chats and projects!

  

• Shein and Temu's aggressive keyword bidding drives up digital marketing costs, creating challenges for retailers this Black Friday.

• This is an amazing 90 slide overview of AI in 2025, titled ‘AI eats the world’. And you’ll see why.

• Control your computer with just your voice

🎨 Narrativ AI - A marketplace for advertisers to buy talent likeness.

🎥 Spiritime - Create personalized videos with digital avatars.

🤖 Mishka - A Telegram-integrated AI chatbot equipped with internet browsing features.

📺 Listener.fm - Perfect your podcast with AI-driven post-production.

🪴GrowEasy: Kickstart a lead generation campaign on Facebook and Instagram in less than 5 minutes using AI.

🎙️Rizzle AI - Convert text and podcasts into captivating videos

😍It was great, all I needed

🙂Good, not great

🙄It sucked