🛍️ AI is picking your next Christmas gift

Happy Tuesday! This is the One Minute Wonder — the newsletter that makes you a better business leader in less than one minute.

Today we’re exploring Perplexity’s new AI-powered shopping assistant.

Recently, Perplexity introduced its AI-driven shopping assistant in the U.S., aiming to make your e-commerce experience faster, smoother, and smarter. Think of it as a personal shopper that can suggest running shoes based on your fitness goals or find the best book title as a Christmas gift for your kid.

Why it matters:

We’re outsourcing more of our thinking to AI, and yes, it’s incredibly convenient and efficient. But how do we know the results aren’t biased? Spoiler: they almost certainly are. For everyday customers, this means we may unknowingly trust recommendations shaped by hidden preferences. For businesses, the stakes are even higher—AI could dictate who gets visibility and who gets left in the dark.

Go deeper below (2 min read time)

Unbiased or AI-Skewed?

• Perplexity’s Claim: The company asserts that its Product Cards offer impartial recommendations, tailored to your search by their AI.

• The Reality: AI models are only as unbiased as their data. If the system relies heavily on partnered merchants or incomplete datasets, there’s potential for preference-driven recommendations.

• The Concern: While it reduces the need for endless Google searches, it’s worth asking: Are we replacing one set of biases (ads) with another (AI)?

Why This Could Revolutionize E-Commerce

If executed well, features like Snap to Shop and Buy with Pro could redefine how we interact with online stores:

• Frictionless Checkout: Eliminating barriers like form-filling is a big win. It might even pressure major retailers like Amazon to innovate further in one-click purchasing.

• Visual Search Power: A “Snap to Shop” future lets anyone turn inspiration into action. It’s a new battleground for e-commerce platforms competing for convenience seekers.

• Merchant Influence: The Merchant Program could tip the scales, giving smaller retailers a fair chance to be discovered—but only if the platform remains transparent about its algorithms.

The Bigger Picture

AI shopping assistants like Perplexity are inching us closer to a world of hyper-personalized, AI-first commerce. If you are a business owner, check out their merchant program on how your product can get recommended. But as a consumer, here’s the rub: AI could decide what you see, buy, and trust. E-commerce platforms and AI assistants are blurring the line between convenience and control.

Takeaway:

Is this innovation exciting? Absolutely. Is it without its flaws? Not yet. As shoppers, our job is to stay curious and critical — because even AI recommendations need a second opinion.