Observed Signal · Oct 22, 2026 · Research / Survey Release · Source: PR Newswire: Advertising & Marketing · Impact: 3/5 · Sentiment: Neutral
46% of Frequent Shoppers Abandon Site Ready to Buy, Gladly Survey Finds
A new survey by Gladly, a Commerce AI platform, reveals that 46% of frequent online shoppers have left a website ready to buy because a specific question went unanswered, and 53% decided not to buy while waiting for a response. The survey, conducted by Propeller Insights with 1,022 U.S. adults who shop online at least a few times a month, highlights the importance of fast, accurate AI-driven customer service. It shows that daily shoppers rely heavily on AI for purchase decisions, and that most shoppers can judge a brand's AI competence within a few exchanges. Frustration with having to repeat information is a major issue, leading to abandoned purchases and negative reviews. The survey also indicates that shoppers hold brands responsible for AI failures, with 83% less likely to buy again if AI prevents reaching a human. Gladly emphasizes the need for AI to know when to involve a person and to maintain conversation history. The report also discusses the emergence of personal agents like Meta's Muse interacting with brand AI.
The survey provides data on consumer behavior and AI adoption in retail customer service, relevant for brands optimizing their AI strategies in commerce. It highlights the growing importance of AI in e-commerce, which impacts advertising and customer experience strategies.
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Key Takeaways & Evidence Grounding
- 46% of frequent shoppers have left a site ready to buy because a specific question went unanswered.
- 53% of shoppers decided not to buy while waiting for a response.
- 71% of daily shoppers have used AI to help decide whether to buy; 62% have looked up a brand in ChatGPT or Gemini.
- 83% of shoppers would be less likely to buy from a brand again if its AI prevents reaching a person.
- Gladly is a Commerce AI platform serving brands like Crate & Barrel, Ulta Beauty, Nordstrom, and HOKA.
Connected Companies & Entities
5 Entities mapped“Personal agents like Meta's Muse already shop and get help from brands using chat and voice.”
“According to Adobe Analytics, which analyzed over 1 trillion visits to U.S. retail sites, traffic from AI sources converts 54% better.”
“The company has raised more than $200 million from investors including Riverwood Capital.”
“The company has raised more than $200 million from investors including Greylock.”
“The company has raised more than $200 million from investors including NEA.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Consumers Embrace AI, Many Brands Lag
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Shoppers burned by bad AI recommendations, survey finds
A SmartCustomer survey of nearly 1,200 US consumers reveals that while 89% don't fully trust AI recommendations, 76% have used AI to make purchases in the past year, and a third made regrettable purchases based on AI advice. Electronics, apparel, and footwear dominate these poor choices. The survey also indicates that 98% believe AI companies hold responsibility for validating sources and legitimacy, and 53% suspect companies of manipulating AI recommendations with false information. Additional findings show gender and generational divides in AI shopping adoption, with men shopping via AI more than women, and Gen Z being more hesitant. Other surveys by YouGov, RTB House, and Gartner corroborate trust issues and consumer preference for human oversight in AI-assisted commerce.
Adobe: AI Shopping Tools Widely Used, Prompts Remain Hurdle
Adobe for Business surveyed over 1,000 US shoppers and found 86% use AI tools while shopping — from integrated recommendations and image search to generative chatbots — but many struggle to get desired results due to prompt phrasing. Shoppers tried an average of three prompts before abandoning AI recommendations; Gen Z writes 25% more detailed prompts than Baby Boomers and abandons requests at higher rates. Integrated features ("Recommended for you" and image search) are each used by 52% of shoppers; generative chatbots and customer service chat windows by 36%. AI-assisted shopping is most common for electronics (40%) and apparel (39%). Privacy (29%), bias (24%) and trust (23%) are top concerns. Shoppers said improved recommendation accuracy, more reliable data and stronger privacy controls would increase engagement. Adobe described agentic AI systems that act on shopper intent using product data and customer history.
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