The narrative in affiliate marketing has been that AI will eventually replace coupon and cashback sites. New data says otherwise.
In June 2026, 41% of U.S. shoppers used generative AI for online shopping, per Adobe Analytics. In the UK and Ireland, that number hit 68% of adults, up 7 percentage points in just a few months. Deal-hunting via AI tools has also crossed the 50% threshold among surveyed users, per Exploding Topics.
But new research from Atolls found one consistent result across tests: LLMs are bad at finding real discounts. The technology people assumed would commoditize deal discovery can't actually do a deal site's job.
That's a meaningful short-term window. Your cashback and coupon partners are not under the pressure everyone thought they were.
The pressure is somewhere else. About 60% of U.S. brand affiliate teams are now actively structuring content partnerships to influence what AI tools surface in answers, per the 2026 PMA Brand Survey. That work is happening right now, and programs not doing it are losing ground in AI-generated recommendations even while their CPA numbers look fine.
What this means practically:
Don't pull back on deal and cashback partners. The data doesn't support it. They're still closing sales AI can't.
Start auditing which of your content partners produce work that gets cited when someone asks ChatGPT or Perplexity about your category. That's your AI distribution footprint.
Prioritize editorial placements on Reddit, YouTube, and high-authority review sites. Those are the sources AI pulls from most.
Two completely different problems. Both need attention right now.
Want to scale your affiliate program? Book a free strategy call here.
Talk soon,
Fred