As AI use extends across greater parts of consumers’ buying journeys, expectations set by AI within search and discovery could risk creating a new wave of retail returns, new data from the MACH Alliance reveals.

Original research of over 1,000 UK consumers by the MACH Alliance showed that, without a connected tech ecosystem in place, retailers deploying AI to drive conversions on the front end could risk creating unrealistic product expectations that unintentionally drive returns.

Growing AI influence

Its poll revealed that 42% of shoppers’ digital spend is already influenced by AI search, rising to almost half (48%) of Millennials’ purchases, while 41% of ecommerce purchases are influenced directly by agents.

The role of AI is even more influential in social commerce spend, with AI having a direct role in shaping 45% of spending.

However, even as AI plays a greater role in driving discoverability and conversions, over half (56%) of shoppers think AI overhypes their product expectations before they check out.

Over-hyped product expectations driven by AI

Six in ten say AI creates unrealistic beliefs about how products will look, fit or perform, while 44% feel AI sets their expectations too high before they buy, leaving them disappointed when the item arrives, increasing to almost half (47%) of Gen Z.

Over two-thirds (68%) agree that AI imagery that looks too perfect often doesn’t reflect the reality of the product when it arrives.

Meanwhile a further 60% think AI-generated styling or visualisations actually make it more difficult to imagine how products will look in real life, creating an AI expectations gap.

And this risks causing a new wave of returns, with 45% saying unrealistic expectations created by AI discovery would make them more likely to return a product. Over half (53%) of Gen Z think AI makes them more likely to return products, while 51% said using AI increases the likelihood that they will experience buyer’s remorse post-purchase.

Unintended consequences of AI discovery

“AI is already driving real gains in discovery, inspiration and conversion. Retailers also need to recognise it can come with an unintended consequence: returns,” said Jason Cottrell, President of the MACH Alliance. “When the product that arrives doesn’t live up to what AI promised, that sale quickly becomes a return.”

“Good outcomes for customers and businesses don’t come from AI and agents working in isolation,” Cottrell continued.

“Agents need to be grounded in accurate, real-time product information and connected to the wider commerce ecosystem, from inventory and availability to fulfilment and post-purchase. No single vendor or agent can solve for every part of that journey.”

“Connected ecosystems are how retailers close the AI expectations gap.  When agents, data and best-of-breed technologies work together, what shoppers see during discovery is much closer to what arrives at their door,” he concluded.