Research Shows Retailers Must Rethink Promotions in the Age of AI

Consumers today are more deal-driven, more informed, and increasingly using AI to find the best offers. According to new research from XCCommerce, over 70% of shoppers are exploring AI tools for deal discovery, shifting control away from retailers and forcing a rethink of traditional promotion strategies.

This shift means promotions can no longer be generic or siloed. Shoppers expect personalized, relevant offers that match their needs—not just the lowest price. In fact, most consumers value offers that feel tailored to them and are more likely to stay loyal when incentives align with their preferences.

At the same time, consistency across channels is critical. Whether online, in-app, or in-store, promotions must work seamlessly. Inconsistent pricing or failed discounts can quickly erode trust, with many shoppers willing to abandon a retailer entirely after a poor experience.

Ultimately, promotions remain one of the most powerful drivers of revenue and loyalty—but only when they are accurate, personalized, and executed consistently at scale. Retailers that fail to adapt risk losing both margin and customer trust in an AI-driven shopping landscape.

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