KPMG bas noted recently that around 15% of UK consumers said that they intend to use AI chatbots (such as Chat GPT and Gemini) in order to search for various deals this Black Friday period, increasing to one in three among younger age groups – as the use of AI-enabled searching is now expected to significantly shape Black Friday sales. These developments could further enhance UX for consumers demanding better shopping options.
The research findings shared by KPMG come from the firm’s latest Consumer Pulse survey – which saw 3000 consumers asked about their purchasing intentions for the November period that ends each year with Black Friday and Cyber Monday.
According to insights from KPMG UK, AI-powered chatbot searching climbs from 15% of people across all age groups “to 30% of those aged 25-34.” By comparison, just 1% of those aged over 65 say “they would use such tech to find deals with retailers.”
The KPMG update further stated that those aged 25-34 are also the most likely to use search engine AI summary to “find offers (22% vs 12% across all ages) and via social media (46% vs 25% of all age groups).”
Linda Ellett, Head of Consumer, Retail and Leisure for KPMG UK, said that this Black Friday period will see “more related AI use than last.”
Linda added that whether via AI chatbots, clicking through links provided by AI summaries “on search engines, or visiting via social media content, the nature of how consumers search for and find promotional offers or gifts is evolving.”
She also stated that this presents challenges as well as benefits to retailers who need to “ensure they adapt their SEO strategies and assess the likes of AI bot access to website pages to capture these tech savvy consumers.”
Although visiting a retailer’s official website or “receiving direct email remain the most common ways consumers will discover Back Friday deals, the growth of AI-enabled searching is evident, and almost double amongst younger age groups.”
As many as three quarters (74%) of consumers are now said to be either planning, or may be “tempted, to buy goods or services during the upcoming Black Friday period – with a mix of intention to buy for themselves and Christmas gifts for others.”
The update from KPMG UK also noted that clothing is “the most popular target (40%) for deals, followed by health and beauty products (30%), then a laptop or computer (25%).”
The insights from KPMG revealed that retailers are most likely to tempt consumers into “buying Black Friday deals by offering free delivery (47%) or free returns options (27%).”
And a significant quarter of consumers (26%) would “be attracted by a free gift when purchasing, and (24%) by daily deals.” Meanwhile, so-called livestream shopping events were “the least likely to encourage consumers to spend (6%).”
