AI Picks Drive Returns, Survey Finds
Blue Yonder's 2026 Consumer Retail Returns Survey finds many shoppers returned items bought on AI recommendations.
Updated on Nov. 2, 2026 in Shopping — General
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Do you trust AI shopping recommendations to get the size and fit right?
Blue Yonder released its 2026 Consumer Retail Returns Survey on AI-driven purchase returns. The survey polled more than 5,000 consumers across the U.S., Australia, France, Germany and the U.K., including 2,000 Americans.
Why it matters
The findings suggest that trust in AI product recommendations is limited, particularly around size and fit. Shoppers who return items may weigh retailer return policies heavily in where they choose to buy.
Blue Yonder's survey of more than 5,000 consumers found 46% of U.S. shoppers returned an AI-recommended item in the past year. Most common return reasons were items differing from their descriptions and incorrect size or fit.
The players
Blue Yonder
Blue Yonder is a supply chain software company that provides an AI-driven platform and multi-tier network for supply chain strategies.
The details
Top reasons for returning AI-driven purchases were that the item was different than described and/or an incorrect size or fit. More than eight in 10 consumers said they would cut back at a retailer that limits their returns.
Timeline
Past year: Shoppers returned an item bought on an AI recommendation.
2026: Blue Yonder released its Consumer Retail Returns Survey.
Market Landscape
Blue Yonder's survey, now in its fourth year in the U.S., tracks how AI recommendations are reshaping online apparel and product returns. The findings place AI-driven shopping alongside the broader retail push to manage return costs.
Shoppers relying on AI recommendations for size and fit should check a retailer's return policy before buying. Retailers that limit returns risk losing customers, according to more than eight in 10 surveyed consumers.
The takeaway
Trust in AI recommendations is still limited, and generous return policies may matter as much as product suggestions to shoppers. Reading a product's description and size guide before relying on an AI pick can reduce unwanted returns.
Further reading
Explore more in Shopping — General for context on how online buying habits are changing.
Live Poll
Do you trust AI shopping recommendations to get the size and fit right?
