As Black Friday is upon us, more shoppers are expected to rely on AI tools to help navigate crowded sales and endless product listings. The shift is already underway. Survey data from Kaspersky indicates that 72 percent of respondents have used AI in some capacity, and nearly a third incorporate it into routine tasks such as planning budgets or generating shopping lists. With holiday promotions intensifying, AI-supported shopping is likely to play an even bigger role.
AI’s reach now extends far beyond basic price comparison. Consumers are beginning to experiment with agent-style shopping, where tasks can be delegated to automated systems. In practice, this might mean assigning an AI agent to track the price of a particular 65-inch 4K television and authorize the purchase once it meets a pre-set threshold. The pitch is convenience and time savings, and for busy shoppers, those benefits are appealing.
Retailers and marketplaces are also embedding AI deeper into their operations. Tools ranging from dynamic pricing and predictive inventory to product recommendation systems are becoming standard. Some retail ecosystems even allow customers to browse and buy products entirely through AI chatbots. These developments promise a streamlined shopping experience, but they also underscore how central AI has become to both sides of the retail equation.
The convenience carries risks. When shoppers rely on AI agents to handle purchasing decisions, they open themselves to potential manipulation. Compromised chatbots can redirect users to fraudulent pages using prompt injection attacks, resulting in stolen credentials or unauthorized purchases. Seasonal scams add another layer of concern. Black Friday tends to bring a spike in phishing attempts, with scammers posing as major retailers and distributing fake discounts or prize notifications. Kaspersky reported a significant increase in retail-focused cyberthreats around last year’s sales period, highlighting the need for extra vigilance.
Consumers can still benefit from AI-assisted shopping without exposing themselves unnecessarily. Clear, detailed prompts often produce more reliable results than broad requests. A structured prompt that specifies retailer reputation, user reviews, and data sources minimizes the chance of being steered toward questionable offers. Users should also avoid giving unfamiliar AI tools access to payment details. Securing accounts with multi-factor authentication and using credit cards—typically offering stronger fraud protection than debit cards—remains a practical safeguard. Cybersecurity software with dedicated online payment protection can add another layer of defense.
Basic hygiene still matters. Shoppers should verify URLs carefully and avoid clicking unsolicited links, regardless of how compelling a Black Friday deal may appear. Visiting a retailer’s site directly is safer than relying on links in emails or ads. Security solutions with anti-phishing features can help filter out deceptive pages, an area where AI-driven tools are becoming increasingly common.
AI can make Black Friday shopping more manageable, but the same technologies that streamline purchases are also being used by cybercriminals. The safest path is a balanced one: use AI tools to cut through the noise, but pair that assistance with cautious, well-informed security practices. With that approach, shoppers can capture genuine deals without exposing themselves to the season’s growing range of digital threats.
