Research

What AI models believe, and how they reason

01 · Belief Stability

Do AI models hold real beliefs about the brands they recommend?

When a buying question is reworded, the recommended brand often changes. This study asks whether the model has a stable preference underneath the wording.

A · IF WORDING IS ALL THERE ISB · IF THERE IS A BELIEFOne buying question, asked 15 waysThe same question, asked 15 waysFour different brands, no signalOne brand keeps winning, a beliefeach dot = one answer · color = brand named
Ask the same buying question 15 ways and count how often the same brand comes back. Scattered picks mean the wording decides, a steady pick means there is a belief underneath

02 · Agentic Checkout

Can AI agents buy from online stores?

This study focuses on one core question: can AI agents actually make purchases at popular online stores? We sent four AI shopping agents (Claude, GPT, Gemini and Jev) to buy one item at each of 500 well-known US online stores (Jev at 250 of them).

STORES THAT STOPPED AN AI AGENT BEFORE PAYMENTTop 50k sites, Shopify0 of 17Top 50k sites, other63 of 8850k to 200k, Shopify4 of 6450k to 200k, other16 of 29First 250 stores, Claude · October 2026 · traffic rank from the Tranco top-million list
Shopify stores rarely stopped the agent, while stores on other platforms usually did: 8 of 218 against 167 of 251.
Results · October 2026
37%of the stores we tested stopped the agent before payment
413 of 427stores gave all three big models the same outcome
195 of 197checkouts set up through UCP; each one stopped before payment

Drafts and data are added here as each study finishes. Nothing here is peer reviewed unless it says so