AI shopping assistants drive 520% surge in holiday retail traffic

TL;DR: Adobe forecasts a 520% increase in AI-driven traffic to retail websites during the 2025 holiday season, with over a third of consumers already using AI tools for online shopping. The technology is reshaping how people research products, find deals, and discover gift ideas.

AI has become an integral part of holiday shopping, with Adobe predicting a dramatic transformation in consumer behaviour this season. The company’s analysis of over 1 trillion site visits reveals AI’s growing influence on e-commerce, particularly in the crucial ten days leading up to Thanksgiving.

Context and Background

More than a third of US consumers surveyed have already used AI for online shopping, with 53% citing it as a research tool. The technology serves multiple purposes: 40% use AI for product recommendations, 36% for finding deals, and 30% for gift inspiration.

The shopping experience has fundamentally changed. Rather than opening multiple browser tabs and comparing prices manually, consumers now simply ask ChatGPT or similar tools questions like “What’s a good beginner camera under £600?” The AI provides shortlists with pros and cons, current prices, and relevant links—streamlining the entire journey.

Adobe expects total online spending between 1 November and 31 December to reach $253.4 billion, representing a 5.3% increase from last year. What’s notable is how shoppers arriving via AI recommendations tend to browse more pages and spend longer on retail sites.

Looking Forward

The data suggests AI is transitioning from a curiosity to an essential shopping tool. As platforms like ChatGPT begin offering integrated apps, retail shopping capabilities seem inevitable. This shift means brands will need to compete not just for search rankings, but for AI recommendation prominence.

Social media remains influential, but AI is augmenting that channel too. Shoppers can paste screenshots into AI tools and request similar items within specific budgets, making product discovery more efficient and conversational.

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