AI search research
A small study found that ChatGPT, Gemini and Perplexity sometimes linked shoppers to imposter websites when answering shopping questions. A few quick checks before paying can reduce that risk, particularly during busy retail periods.
What the study looked at
The Verge reported on a study by IP protection firm Podqi. The firm asked ChatGPT, Gemini and Perplexity a handful of shopping questions. Some of the answers pointed shoppers to imposters and other risky websites.
The study has limits. It used a small set of prompts, and Podqi sells brand protection, so it has a commercial interest in the issue. It is a useful reminder to check links. It does not tell us how often this happens.
AI answers are now a normal part of searching. Google showed an AI Overview on 70.3% of the 360 everyday UK searches checked in November 2026, according to Sayu's study. That figure is a single month's snapshot of Google's own AI summaries. It does not measure the chatbots in the Podqi test. It does show how often shoppers now see an AI answer before they reach a shop.
Online shopping is a large share of where that money goes. Online accounted for 28.3% of UK retail sales in September 2026, according to ONS figures in Sayu's study. That is one month's figure, and the share moves from month to month.
Simple checks before you pay
AI assistants are handy for comparing products and narrowing down a gift list. The point to slow down is the final click to buy.
- Go to the shop yourself. Type the retailer's address into your browser, or use a saved bookmark. Then find the product from there.
- Read the web address closely. Odd spellings, swapped letters or extra words added to a brand name, such as "outlet" or "deals", are warning signs.
- Check the foot of the page. A genuine UK retailer usually lists its company details there, such as a registered company name and a contact address. If those details are missing or vague, stop and check before you pay.
These checks take less than a minute. They work whether you found the shop through a chatbot, a search engine or a social media ad.
What this means for UK businesses
If you sell online, help AI assistants find and trust your official site:
- Keep your brand details consistent. Use the same brand name, address, phone number and email on your website, Google Business Profile, marketplaces and social accounts.
- Make product information easy to read. Put product names, prices, stock status and delivery details in plain text on the page, and add product structured data. Avoid locking key details inside images.
- Let AI search bots in. Some sites block every AI crawler by default. That can also block the bots that fetch pages to answer shoppers' questions.
- Show your company details. Put your registered company name and contact details in the site footer. Shoppers are being told to look there.
The same habits that help assistants recognise your shop also help shoppers tell you apart from a copycat.
Analysis compiled by Sayu (sayu.co.uk), a UK digital marketing agency.
