Here’s One Big Thing That Frustrates Shoe Buyers About AI

Consumers might be using artificial intelligence (AI) to search and compare prices before they buy, but they aren’t satisfied with the customer service experience it provides.

A new Trustpilot study found that AI-powered return platforms are a real pain point in the after-purchase process. From January through May 2026, AI is cited in 0.3 percent of footwear reviews, or 500 out of 168,000 postings. However, those reviews are the angriest in the category.

The data showed that AI is mentioned almost entirely as a post-purchase friction point, with chatbots or auto replies standing between customers and their refunds, with no route to a human.

Fifty-six percent of shoe buyers complained about AI being connected to and support, followed by 46 percent disappointed about its impact on returns and refunds. Thirty percent had concerns about delivery and shipping, 27 percent cited the inability to reach a human and 22 percent were frustrated by chatbots.

Among the anonymous comments Trustpilot uncovered:

“Consumers are giving retailers a clear mandate in 2026: use AI to help us discover and decide between products, but give us humans when we need support,” Trustpilot’s vice president of U.S. marketing Taylor Cunningham said.

When it comes to customer service pain points, Trustpilot suggests that companies should treat as a loyalty tool and revenue opportunity. An added plus would be investment in seamless exchange processes. And since AI excels at pre-purchase discovery and visualization, companies should invest in smart search, virtual try-on and contextual recommendation. And for AI interactions after purchases are made, they should ensure a path to a human agent with a small number of clicks or messages.