What: GenAI is reshaping Black Friday shopping behavior, with 38% of global consumers leveraging AI tools to hunt for deals and make informed purchase decisions across nine countries.

Why it is important: This trend highlights the growing sophistication of consumer shopping strategies, as shoppers leverage AI tools to maximize value during promotional periods, compelling retailers to evolve their pricing and promotional approaches.

A comprehensive BCG survey spanning nine countries across Europe, North America and Australasia reveals a significant shift in holiday shopping behavior, with GenAI emerging as a crucial tool for deal-hunting consumers. The study shows that 38% of shoppers have either already used or plan to use GenAI during major sales events like Black Friday, Cyber Monday, and Singles' Day.

Consumers are primarily utilizing AI to locate optimal deals, conduct product research, and compare different items. Some are even employing it for more sophisticated tasks such as generating shopping lists and brainstorming budget-conscious gift ideas. The positive reception is notable, with 80% of users finding the technology helpful and nearly 40% planning to increase their usage. This trend is particularly pronounced among younger consumers. With shoppers planning to spend a minimum of GBP 310 during sales events, retailers must adapt their strategies to meet these tech-savvy consumers' expectations, particularly as ongoing cost-of-living concerns drive increased interest in discounts.

IADS Notes: The BCG survey's findings about GenAI adoption in Black Friday shopping align with broader industry trends observed throughout 2024. As noted in March 2024, Adobe's research revealed that 58% of consumers were already embracing AI-enhanced shopping experiences, setting the stage for the current holiday season's shopping patterns. This consumer openness to AI has prompted major retailers to respond decisively, as evidenced in October 2024 when Walmart launched its innovative AI-powered personalized homepage initiative.

The economic context is particularly significant, with retailers adopting sophisticated AI pricing strategies in November 2024 to navigate inflation pressures, directly addressing the cost-of-living concerns highlighted in the BCG survey. This technological shift represents more than just a temporary trend; as observed in January 2024, it marks a fundamental paradigm shift in retail, where AI is reshaping everything from consumer behavior to operational strategies, suggesting that the 38% of consumers currently using GenAI for holiday shopping may be just the beginning of a broader transformation in retail.

Smart shoppers embrace AI for Black Friday bargain hunting