AI is the new shop assistant. Make sure it knows you.
More than half of shoppers will ask AI for help this Black Friday, and AI often suggests brands they had not considered. That is a real opening for smaller retailers.
By the Xuru Technologies team · 21 October 2026
Key takeaways
- 56% of US consumers intend to shop with generative AI this Black Friday, up from 51% in 2025 and 35% in 2024.
- AI introduces a brand shoppers wouldn't otherwise have considered in 46% of AI-assisted purchases.
- 85% plan to shop Black Friday sales; apparel and electronics lead.
- BCG advises marketing to both people and AI platforms with machine-readable product data and reviews.
A year ago, being recommended by AI was a bonus. Now it is a core part of how shoppers discover products.
What happened
BCG's holiday analysis found spending holding up despite gloomy sentiment, with product comparison and deal-finding the top AI uses. Adobe's forecast expects AI-referred traffic up 130%.
What it means for retailers
- Discovery is open. AI can surface smaller brands next to giants.
- Data quality decides. Complete, structured product information gets chosen.
- Reviews matter. Third-party reviews build AI confidence.
Getting recommended by AI
| Step | Why |
|---|---|
| Product schema with price and stock | Machines read it directly. |
| Comparison-friendly descriptions | AI compares features and value. |
| Collect genuine reviews | Signals trust. |
| Clear deal pages | Matches deal-finding queries. |
Frequently asked questions
How many shoppers will use AI for Black Friday 2026?BCG found 56% of US consumers intend to shop with generative AI this Black Friday.
BCG found 56% of US consumers intend to shop with generative AI this Black Friday.
Can small brands get recommended by AI?Yes. AI introduced a brand shoppers hadn't considered in 46% of AI-assisted purchases, so clear data and reviews can level the field.
Yes. AI introduced a brand shoppers hadn't considered in 46% of AI-assisted purchases, so clear data and reviews can level the field.
What is machine-readable product data?Structured information like product schema and feeds that list price, availability, features and reviews in a standard format.
Structured information like product schema and feeds that list price, availability, features and reviews in a standard format.
Be the brand AI suggests.
Product schema, comparison content and review strategies for AI-driven shopping.
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