Adobe’s latest findings show that artificial intelligence is set to dramatically transform American holiday shopping, as buyers are turning increasingly to generative AI assistants and seeing heightened value from AI-driven activities during their purchasing journeys.
Holiday Retail Traffic Sees Surge from AI
The annual online shopping forecast by Adobe projects a remarkable 130% year over year growth in AI-generated traffic coming to U.S. retail sites this holiday season. This major spike is based on Adobe’s measurements of consumer behaviors and tracked engagements with links and web content.
Adobe’s supplementary poll of 5,000 U.S. consumers indicates that those using AI-powered tools interact with branded offers much more often than non-AI users. Notably, 43% of AI-engaged shoppers produced more revenue per site visit, a reversal from just 18 months ago, when those not referred by AI were valued at 128% higher. This dramatic change highlights how quickly AI is reshaping retail and consumer behavior.
Shoppers Feel Empowered and Make Fewer Returns with AI Help
Findings from Adobe show that over 75% of shoppers who utilized AI assistants reported feeling more certain about what they bought. Moreover, nearly two-thirds said they were less inclined to return products after getting AI-powered guidance. These trends indicate that using AI can boost purchase satisfaction for shoppers while offering retailers the upside of fewer returned goods.
Brand Interactions and Sales Paths Evolve with AI Tools
More consumers are flavoring their shopping experience with AI-enabled search and discovery to compare items and hunt for promotions, revealing increased confidence in AI solutions. Rebecca Wettemann, CEO of Valoir, emphasized that AI now serves dual roles: aiding discovery through search and providing referrals via chatbots. Wettemann advises brands to prioritize making their offerings recognizable within AI-driven environments.
Adobe’s research reveals that people routed to retail sites via AI recommendations place products in their shopping carts at a 32% higher rate than those who arrive by other means. This uptick underscores AI’s growing ability to streamline the path from discovery to purchase for consumers.
Next-Level AI Tools Accelerate Change
This year introduces several new AI advancements, such as AI agents tailored for personal shopping. Meta’s Muse personal AI agent recently logged 2.8 million downloads in its first 12 days of release. Meanwhile, Apple has released a new version of its Siri AI assistant, though access is currently confined to Apple’s latest devices.
The broad adoption of AI shopping resources across web browsers, third-party platforms, and smartphones is driving brands to serve two target audiences: both individual consumers and their AI representatives. Bill Staikos, founder of Be Customer Led, noted that this dual-customer scenario introduces a complex challenge for business leaders, as customer loyalty dynamics begin to revolve more around AI-influenced decisions.
What’s Next?
With the holiday shopping season on the horizon, the surge in AI adoption among consumers and tech companies alike is swiftly changing the fabric of retailer-shopper interactions. AI-driven commerce is forecast to set new records for both sales and site visits, prompting brands and sellers to adapt and find effective strategies for reaching customers—whether through direct engagement or via AI-enabled discovery and recommendation channels.