Almost half of consumers using AI shopping assistants have abandoned a purchase after receiving product information that conflicted with a retailer’s website, according to new research highlighting the risks of inaccurate AI-generated recommendations.
An Adobe for Business survey of 1,011 US consumers who use AI assistants to research purchases found that 49% had abandoned a transaction after discovering discrepancies between information provided by an AI tool and the brand’s website.
The research, published in October 2026, also found that 59% of respondents said inaccurate AI-generated information reduced their trust in a brand, even when the retailer was not responsible for producing the incorrect answer.
The findings raise concerns for ecommerce businesses preparing for Black Friday, particularly as consumers increasingly use AI assistants to research products, compare offers and inform purchasing decisions.
Thomas Phillips, co-founder and CEO of DTC SEO Agency, warned that appearing in AI-generated recommendations does not necessarily translate into sales if customers encounter conflicting information.
“An AI assistant could recommend your product and still give someone a reason to leave when they reach your website,” he said.
Phillips recommends that retailers review how AI assistants describe their best-selling products, focusing on information that could directly influence purchasing decisions, including sizing, materials, compatibility, delivery charges and returns policies.
He also advises businesses to review outdated promotional pages and previous discount offers before launching Black Friday campaigns, ensuring that pricing, eligibility criteria and delivery terms are consistent across their websites.
Where incorrect information appears in AI-generated responses, retailers should investigate the sources being referenced, which could include outdated product listings, contradictory website content or unsupported claims generated by AI tools.
Correcting information within their control and requesting updates to inaccurate third-party listings could help reduce confusion.
The findings underline the importance of maintaining accurate, consistent product information across digital channels as AI becomes a more established part of the customer journey.
However, the research reflects the reported experiences of consumers already using AI shopping tools, rather than all online shoppers, and does not indicate that 49% of ecommerce transactions are being abandoned.
With Black Friday approaching, ensuring that AI-generated product information aligns with current website content could help retailers protect customer confidence and reduce avoidable barriers to conversion.
Image credit: https://unsplash.com/photos/person-scrolling-through-online-shopping-on-phone-Iywgu-a_eCs
