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What AI gets wrong in a shop

The same request, answered twice by the same AI. The first answer is built only from what's written down: the stock system, the product pages, the price list. The second also has what your team knows.

Most of what makes the second answer right lives in your most experienced people's heads, and it leaves with them unless someone writes it down.

  1. Checking stock

    “Have you got the green linen shirt in a medium?”

    Without your context

    Yes, we've got three in medium. Shall I put one aside for you?

    With it

    The system says three, but two are ex-display with marks on the collar, and the third is on hold for a customer until Saturday. We can order one in for Tuesday.

    What it was missing
    Which stock is really sellable, which the till system can't tell you.
    What it costs
    A customer who drives over for a shirt you can't sell them.

  2. Click and collect

    “A customer wants to collect their order on Sunday.”

    Without your context

    No problem: your order will be ready to collect on Sunday.

    With it

    We're only open 11 till 3 on Sundays, and anything over 20 kilos ships from the warehouse, which is closed at weekends. Their order's a garden bench, so offer Monday, or delivery.

    What it was missing
    Sunday hours, and where heavy orders actually go out from.
    What it costs
    A wasted trip, and a customer at the counter with nothing to collect.

  3. A wholesale enquiry

    “A café wants to stock our candles. Send them our wholesale terms.”

    Without your context

    Our wholesale terms are 50% off RRP, with a minimum order of £150.

    With it

    That's the old sheet. Since the price rise in March it's 45% off, minimum £200. And we don't sell wholesale within two miles of the shop, which this café is.

    What it was missing
    The updated terms, and the unwritten rule about stockists near the shop.
    What it costs
    A wholesale account on terms you can't afford, undercutting your own shop down the road.

  4. Chasing a supplier

    “Chase the supplier about our late delivery of mugs.”

    Without your context

    A firm email noting the order is two weeks late, asking for a delivery date or a refund.

    With it

    Go gently. They're a two-person pottery and their kiln broke; Sam spoke to them last Monday and agreed to wait. Just ask whether the 20th still works.

    What it was missing
    A phone call last Monday that nobody wrote down.
    What it costs
    Your best maker insulted over a delay you'd already agreed to.

  5. A product question

    “A customer asks whether the oak chopping board is made in Britain.”

    Without your context

    Yes, it's part of our British-made collection.

    With it

    No. The collection's designed in Britain, but this board has been made in Portugal since the supplier changed workshops last year. Say "designed in Britain", and offer the walnut board, which is made in Devon.

    What it was missing
    A change of workshop that the product pages never caught up with.
    What it costs
    A false claim to a customer who asked because it mattered to them.

More examples from other kinds of business → · Trades· Agency· Clinic· Hospitality· Accountancy

If any of those sound familiar, the fastest way to find your version of it is the Context Audit: one 90-minute session, a written brief back on what's going wrong and why.

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