Black Friday has long been defined by speed. Shoppers saw a deal, felt the pressure of a limited inventory, and bought before the moment passed. That pattern is changing. New RTB House research, Who’s Buying? Consumer Trust in the Age of Agentic AI, shows that artificial intelligence tools are reshaping Black Friday consumer behavior, turning rapid impulse buying into a longer, AI-guided evaluation period. For performance marketers, this shift changes when, where, and how holiday shoppers can be won over.
