Last week, during my 2026 Guide to AI for Retail webinar, someone raised their virtual hand and shared a concern in the chat:
“I’ve heard from one of our customers that they are very turned off by AI-generated narrative content.”
The retailer wanted to know whether this feedback was accurate—and more importantly, how to determine if it reflected a real issue or just one person’s opinion.
This is the question that separates thriving retailers from struggling ones: Is this person the exception or the rule?
The Outlier Trap
Here’s the uncomfortable truth: the people who speak up are often the exceptions, not the examples. They’re passionate, articulate, and memorable, which makes their opinions feel more important than they actually are.
Meanwhile, your typical customer quietly buys what they want and leaves. They offer no commentary about your AI-generated product descriptions, your store hours, your website’s mobile experience, or what you should stock next.
This is a trap that repeatedly catches independent retailers. We’re wired to respond to direct feedback, especially when it comes from a real person. But running a retail business on anecdotes is like navigating by looking at one star instead of the whole constellation. You might be pointed in a direction, but it’s probably not the right one.
The solution isn’t to ignore customer feedback. It’s to determine whether that feedback reflects a single person’s preference or an actual pattern in your business. Here’s how to separate the outliers from the patterns that truly matter.
1. Listen for Data in Conversations—Then Track It
When customers mention something—a product request, a complaint about your website, or a compliment about your displays—don’t just make a mental note. Create an actual record.
Keep a simple running document where you or your team can jot down customer comments with the date. This can be as basic as a shared Google Doc with three columns: Date, Comment, and Source (in-store, email, social media, phone). If you prefer handwriting, tools like a Remarkable tablet allow you to write notes and convert them to text later.
After a month, review what you’ve captured. Did three people express concern about AI-generated content, or was it just one person who happened to mention it? Did multiple customers ask about extended evening hours, or was it one vocal shopper? Did several people say they didn’t know you carried a certain category, or was it an isolated comment?
If you’re still unsure, initiate conversations without leading customers to a conclusion. For example, you might mention a recent experience searching online and noticing AI overviews. Then let them share their thoughts without offering your own opinion.
Patterns emerge when you track consistently. Suddenly, you can see the difference between “Susan really wants this” and “we’re hearing this repeatedly from different customers.”
2. Watch for Data in Behaviors and Actions
What customers do matters infinitely more than what they say.
Watch where people linger in your store. Notice which displays cause them to stop and pick something up versus which ones they walk past. Pay attention to what they ask to see, not just what they comment on.
You can do this digitally as well. Tools like Microsoft Clarity provide heatmaps that show how customers move through your website on mobile versus desktop. You can also compare behavior from Instagram traffic versus search traffic and note meaningful differences.
If someone says they dislike AI-generated content but continues purchasing products with AI-written descriptions at the same rate as everything else, that’s important information. If you build an elaborate display for a new product line but customers consistently walk past it to grab staple items, that’s a pattern. If customers repeatedly ask where something is (even though signage exists), that signals an issue with layout or visibility.
Your customers are constantly voting with their feet and their wallets. You just need to notice.
3. Review Digital Data from Your Systems
Many independent retailers miss opportunities here. Not because the data isn’t available, but because they don’t make time to look at it.
Your point-of-sale (POS) system tracks what sells, when it sells, and often what sells together. Your website analytics show which pages people visit, how long they stay, and where they exit. Email and SMS platforms reveal which messages people open, click, and ignore.
Want to know if AI-generated content is hurting your business? Compare engagement and conversion rates on product pages with AI-written descriptions versus human-written ones. Look at open and click-through rates on AI-generated newsletters compared to previous campaigns. Review sales data for products featured in AI content versus those that aren’t.
Set aside time each month to review these reports, just like any other important appointment. Look for consistent performers, peak shopping times, and messaging that drives action. This is your reality check against assumptions.
4. Cross-Reference All Three Data Sources
The real insight comes when you compare conversation, behavior, and digital data together.
Let’s return to that AI content concern. Before scrapping your entire content strategy based on one comment, check all three sources:
Conversation Data: Are multiple customers mentioning this, or was it one person? Is similar feedback coming through other channels?
Behavior Data: Are customers engaging with the content? Reading descriptions? Spending time on pages? Sharing posts?
Digital Data: What do your analytics show? Are bounce rates higher? Are conversion rates lower—or are they the same or better?
When all three point in the same direction, you’ve found a pattern. When only one source raises a flag, you’re likely dealing with an outlier.
5. Make Decisions Based on Patterns, Not Personalities
Once you’ve gathered and compared your data, you can make informed decisions that serve your broader customer base (not just the most vocal individuals). Maybe one customer complained about a policy change, but your email open rates increased by 5% after announcing it, and recent reviews mention it positively. That’s a pattern telling you you’re on the right track.
Or perhaps you’re considering dropping a product category because it feels unpopular. But when you review your POS reports, you discover it accounts for 15% of your revenue from a small but consistent customer group. That’s a profitable niche you almost eliminated based on gut feeling.
The goal isn’t to obsess over metrics or ignore human insight. The goal is to invest your limited resources—your budget, time, and floor space—in ways that serve the many (not just the memorable few).
Start Small, Stay Consistent
You don’t need expensive software or a data analyst on staff. You need three simple habits:
- Keep a shared document where you and your team record customer comments and requests as they happen. Review it monthly.
- Spend fifteen minutes each week observing your space with fresh eyes, noticing where customers naturally gravitate and what they overlook.
- Block out an hour each month to review sales data, website traffic, and marketing response rates.
Do this consistently for eight to ten weeks, and you’ll start seeing your business differently. You’ll spot gaps between what you think is happening and what actually is. You’ll uncover opportunities you’ve been missing and stop investing in ideas that sound good but don’t perform. This habit will also make it easier to test new and creative ideas.
Your business deserves decisions based on patterns, not personalities. The data is already there, quietly showing you the way forward. All you have to do is look.
