Black Friday shoppers tap AI to uncover best holiday deals

Artificial intelligence is transforming how consumers approach Black Friday shopping, with many turning to AI tools like ChatGPT to find the best deals and plan their holiday purchases.

Current landscape: A significant shift is occurring in Black Friday shopping habits as 44% of likely shoppers plan to use AI tools this year, according to a survey of 2000 consumers by research group Attest.

• Traditional Black Friday tactics like camping outside stores are being replaced by AI-powered deal hunting
• Major retailers including Amazon and Walmart are incorporating AI features to enhance the shopping experience
• Companies like OpenAI and Perplexity AI have expanded their search and shopping capabilities specifically for the holiday season

Consumer adoption: AI tools are helping shoppers navigate the complexities of modern holiday shopping while reducing stress and saving time.

• Jim Malervy, a Philadelphia marketing executive, uses ChatGPT and PayPal’s Honey to find discounts on specific items like the Margot Robbie Barbie doll
• Frédéric Bourgeois-LeBlanc from Montreal relies on Weever.AI for product recommendations instead of manual research
• Digital merchandising manager Sana Akibu starts all shopping searches with ChatGPT to track down specific deals and promo codes

AI capabilities and limitations: While AI tools offer powerful shopping assistance, they come with certain constraints that shoppers need to consider.

• ChatGPT can generate detailed shopping itineraries and find deals, but may sometimes provide outdated or inaccurate information
• The technology relies on probability-based answers that require verification
• Paid versions of AI services often provide more accurate results through real-time search capabilities

Market dynamics: Retailers are adapting to changing consumer behavior as traditional Black Friday shopping evolves.

• Major chains like Kohl’s and Best Buy report cautious sales outlooks as shoppers wait for significant discounts
• Retailers are preparing for record numbers of shoppers over the Thanksgiving weekend
• Dynamic pricing and rapidly changing online deals have made traditional deal-hunting methods less effective

Looking ahead: The integration of AI in holiday shopping represents a fundamental shift in consumer behavior that will likely reshape retail strategies.

• Walmart’s CFO John David Rainey acknowledges this transformation as “a glimpse of the future”
• AI companies are preparing their systems for increased holiday shopping traffic
• The technology is particularly appealing to younger consumers who are studying and embracing AI tools

Future implications: The growing adoption of AI shopping assistants signals a broader transformation in retail, where success will increasingly depend on seamlessly integrating artificial intelligence into the consumer experience while addressing accuracy and reliability concerns.