Shopping on Amazon or Walmart? Why you shouldn't rely on their AI assistants just yet

(Image credit: Shutterstock) AI is rapidly becoming the new storefront. Instead of scrolling through pages of search results, more shoppers are asking AI assistants to recommend products, compare prices and narrow down options. But a new report argues that those same AI systems may also be quietly shaping what consumers never see.Researchers at Columbia Law School's Center for Law and the Economy have published a report accusing Amazon and Walmart of using their AI shopping assistants in ways that make American-made products harder to find, despite the systems appearing capable of identifying them.The report, Made in America, Hidden by AI, examined how Amazon's and Walmart's AI shopping tools responded to questions about products made in the United States. According to the researchers, Amazon's chatbot often declined to answer straightforward questions about American-made products while readily answering equivalent questions about products manufactured in China. After rephrasing the same request, however, the chatbot returned American-made products using information that had been available all along."We tested these systems the way an engineer would, and the refusals fell apart under basic testing," Erie Meyer, senior fellow at the Center for Law and the Economy and one of the report's authors, said. "The data was there, but the design was built to hide it." (Image credit: Future)The report arrives as retailers increasingly push shoppers toward AI-powered recommendations instead of traditional keyword searches. Whether it's suggesting products, comparing alternatives or summarizing reviews, these assistants are becoming the first stop for many online purchases.According to the report, neither Amazon nor Walmart currently offers shoppers a dedicated "Made in USA" filter, despite providing hundreds of other filtering options across many product categories. The researchers argue that if AI assistants become the primary interface for online shopping, the way they choose what information to surface, or withhold, could influence purchasing decisions on a massive scale.I tried it by asking for a few common items like furniture and fishing poles, Alexa+ said it did not have access to the information. However, when I asked for American flags made in the U.S.A., it supplied a product that matched my query.Lina Khan, director of the Center for Law and the Economy and former chair of the Federal Trade Commission, said the findings demonstrate that increasingly sophisticated AI systems are still shaped by the incentives behind them.Get instant access to breaking news, the hottest reviews, great deals and helpful tips."Even as AI tools continue to grow in sophistication and capability, business incentives will shape how these advancements get deployed," Khan said. "Policymakers and enforcers have a vital role to play to ensure the public doesn't get the short end of the stick."The systems appear capable of spotting suspicious claimsOne of the report's more interesting findings is that both companies' AI assistants appeared able to identify potentially misleading "Made in USA" claims.According to the researchers, Amazon's chatbot identified listings where promotional material claimed products were American-made despite evidence suggesting they were imported. Walmart's chatbot reportedly ranked "Made in USA" claims by how suspicious they appeared based on factors including seller information and manufacturing footprints.The authors argue this demonstrates the underlying AI systems have the technical capability to help identify questionable origin claims. However, the report does not establish that Amazon or Walmart internally use these capabilities for marketplace enforcement.Amazon responds (Image credit: Shutterstock)In a statement to Reuters, Amazon disputed the broader implication that it hides country-of-origin information from shoppers."Country-of-origin information, when available, is currently displayed on product detail pages, and we're continually working to improve Alexa for Shopping to make this information even more accessible for customers," an Amazon spokesperson said.Walmart did not immediately respond to Reuters' request for comment.Bottom line The report highlights a question that is likely to become more important as AI shopping assistants continue to replace traditional search. If consumers rely on AI to decide what products to buy, the design choices behind those systems become far more consequential.Decisions about which products are surfaced first, which attributes are emphasized and which questions receive complete answers could shape purchasing behavior in ways that are largely invisible to shoppers. Follow Tom's Guide on Google News and add us as a preferred source to get our up-to-date news, analysis, and reviews in your feeds. Subscribe to Tom's Guide on YouTube and follow us on TikTok. Finally, you can visit our dedicated Tom's Guide Savings Squad hub for expert help on getting the best products for less. More from Tom's GuideI just learned your Claude AI chats could show up in Google — here's how to check yoursI searched Amazon for AI-written books — and it was much harder to spot them than I expectedJimothy the viral raccoon is 100% real — here's what's AI Amanda Caswell is the AI Editor at Tom's Guide and one of today’s leading voices in AI and technology. A celebrated contributor to various news outlets, her sharp insights and relatable storytelling have earned her a loyal readership. Amanda’s work has been recognized with prestigious honors, including outstanding contribution to media.Known for her ability to bring clarity to even the most complex topics, Amanda seamlessly blends innovation and creativity, inspiring readers to embrace the power of AI and emerging technologies. As a certified prompt engineer, she continues to push the boundaries of how humans and AI can work together.Beyond her journalism career, Amanda is a long-distance runner and mom of three. 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