AI Product Recommendations Drive Higher Return Rates
New survey data shows that consumers frequently return items bought based on AI-generated suggestions.
Updated on Oct. 27, 2026 in Shopping — General
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The 2026 Consumer Retail Returns Survey published in October 2026 highlights that 46% of U.S. consumers returned an AI-recommended product in the past year. Overall, 24% of all U.S. survey respondents reported returning at least one AI-suggested item during that same timeframe.
Why it matters
Retailers increasingly rely on artificial intelligence to influence purchasing decisions, yet these recommendations often result in higher return rates that impact both consumer satisfaction and business logistics.
The survey of 2,000 U.S. consumers found that 36% of AI-recommended returns were due to product description mismatches and 23% due to fit issues. Additionally, 63% of all respondents state they would not pay a fee to return a product.
The players
Blue Yonder
Blue Yonder is a supply chain and retail software company that provides AI-driven solutions for managing complex retail operations and logistics.
The details
Retailers are utilizing AI tools to monitor return histories and identify frequent returners, even as 55% of consumers report being told to keep items they wanted to return. Gen Z shoppers show the highest propensity for returning AI-recommended goods, with 56% having done so in the past year.
Timeline
The Blue Yonder Consumer Retail Returns Survey was fielded in September 2026.
Results were officially published by Blue Yonder in October 2026.
Data regarding consumers told to keep unwanted items was recorded throughout 2025.
Culture Shift
This data marks a departure from traditional shopping patterns by showing how algorithmic decision-making increasingly influences consumer dissatisfaction. It mirrors broader societal debates regarding the integration of AI into daily retail experiences and the consumer's growing expectation for frictionless, free return policies.
Shoppers may find that their return experience varies based on retailer policies, as 51% of consumers choose where to shop specifically based on return policy quality. Furthermore, customers should be aware that retailers are increasingly using AI to track return histories, potentially impacting future purchasing privileges.
The takeaway
Consumers should remain critical of AI-generated suggestions, as they often fail to meet expectations regarding size or description accuracy. Checking a retailer's return policy before purchasing remains a vital step in avoiding unexpected fees or non-refundable items.
Further reading
Learn more about the latest retail trends in Shopping — General.
Source note: This article includes information reported by Chain Store Age.
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Do you support retailers implementing stricter return policies to control costs?
