Consumers and pedestrians transfer by way of the Pitt Road Mall throughout a Black Friday sale on Nov. 28, 2025 in Sydney, Australia.
Lisa Maree Williams | Getty Photos
The emergence of AI purchasing does not simply give shoppers entry to customized recommendation and hassle-free purchasing, it additionally brings with it an elevated threat of digital fraud.
This Black Friday, for the primary time, shoppers and retailers alike are being warned in regards to the perils of so-called “agentic purchasing,” as shoppers flip to giant language fashions to seek for merchandise, examine choices, obtain customized suggestions, and even make purchases with out a lot human enter. These technological advances include their very own dangers.
“It positively makes my life simpler… however on the identical time, it additionally makes fraudsters’ life considerably simpler as properly,” mentioned Michael Reitblat, CEO of Forter, an id intelligence firm that works on fraud prevention.
In accordance with Reitblat, there was a 200% improve in agentic purchasing by shoppers over the previous six months. That has been accompanied by a virtually tenfold improve in fraudsters utilizing AI. “Consider it as sending 1000’s of robots into completely different shops to masquerade pretty much as good shoppers,” Reitblat informed CNBC’s “Squawk Field Europe.”
Whereas some retailers’ knee-jerk response has been to easily ban AI purchases, that might be a defective technique as increasingly shoppers use AI for purchasing and that’s driving good high quality site visitors, Reitblat mentioned.
A report by McKinsey & Firm and The Enterprise of Vogue discovered that amongst trend executives, AI and digital instruments had been seen as the one greatest alternative for the business in 2026. To make sure merchandise are seen and favored by AI fashions, manufacturers should rethink advertising and e-commerce methods, the report famous, including that semantically wealthy information and API-accessible content material will probably be vital to success.
“You should use AI to battle AI,” Reitblat mentioned. “You should just be sure you’re leveraging higher information than fraudsters might have, and you must correctly consider: how do you authenticate the shoppers?”
Shaky shopper confidence
Worth-conscious shoppers is one other issue retailers must cope with this 12 months as heightened commerce tensions and worries a couple of slowing financial system affect shoppers’ spending habits.
Shopper confidence has been shaky heading into the purchasing season. In Europe, financial sentiment has remained stubbornly under its long-term common since mid-2022, based on information by the European Fee. In the meantime within the U.S., shopper confidence hit its lowest level since April in November as considerations about job safety mount.
Some consultants have instructed a cut up between rich shoppers doing properly and others which might be reducing again on spending amid stress from greater costs, in what has been dubbed the “Okay-shaped financial system.”
“Shopper confidence has been bumpy, and subsequently the purchasers feeling like they’re getting real worth goes to be a giant factor for this 12 months,” mentioned Curry‘s Chief Companies Officer Dean Kramer.
“We all know analysis is a giant a part of how shoppers strategy Black Friday, ensuring they’re getting absolute worth.”
