Most Australian consumers surveyed by Manhattan Associates say they would switch retailers if AI shopping tools found the same product at a lower price elsewhere. The finding points to a potential challenge for retailer loyalty ahead of the 2026 Black Friday and Christmas shopping period.

Key Takeaways

  • Among 500 Australian consumers surveyed, 85% said they would switch retailers for a better AI-identified price.
  • Nearly eight in 10 said they would check an AI-recommended deal before purchasing.
  • When prices are equal, nearby stock availability was the most commonly selected factor for an AI recommendation.

AI shopping puts prices in focus

Manhattan Associates, a supply chain and commerce technology company, released the survey on October 28, 2026. It found that 83% of respondents expected AI to play a role in their shopping over the coming months.

Among the ways respondents expected to use AI, 36% cited comparing products, brands or retailers, while 35% cited finding the best deals or lowest prices. The findings measure stated intentions rather than purchases.

The release cited CommBank iQ data showing Australians spent a record $23.8 billion during the extended Black Friday shopping period in 2025.

Shoppers still want to verify deals

While respondents expressed willingness to switch for a lower price, 78% said they would check an AI-recommended deal against a retailer’s website or other sources before buying.

Price accuracy was the most common concern: 52% said the price or discount was what they would be most likely to double-check. Product information and reviews followed at 23%, and delivery times or costs at 20%.

More than half of respondents, or 53%, preferred to complete a transaction directly with the retailer. Separately, 35% said they would be comfortable buying directly through an AI shopping assistant.

Stock and delivery matter when prices match

Asked what should determine an AI recommendation between retailers selling the same product at the same price, 39% selected nearby stock availability. Free delivery was selected by 28%, and faster fulfilment by 27%.

Three-quarters of respondents said they would share their location with an AI shopping assistant to find nearby stock. Raghav Sibal, Manhattan Associates’ vice president for Asia-Pacific, said availability, convenient delivery and customer confidence also influence whether shoppers complete a purchase.

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