As this year’s holiday shopping season unfolds, artificial intelligence is now central to how people shop both online and offline. Digital platforms like OpenAI, Amazon, and Google have introduced tools that do more than recommend products—they help shoppers compare options, track prices, and make instant purchases. People are using AI chatbots and virtual assistants to handle once tedious tasks, such as finding gifts, checking local inventory, and managing budgets. Many consumers are discovering that these AI tools make choosing among countless products faster, though some do wonder what this looks like for the future of shopping as a social and enjoyable activity.
Retailers and analytics firms have tracked a steady rise in AI-assisted shopping during holiday seasons, but this year’s growth surpasses previous years. Previous reports highlighted a marked increase in e-commerce from AI referrals, yet the most recent shopping events saw record numbers in both online spend and AI-driven site traffic. In prior years, the use of AI tools often resulted in shoppers spending more time online, but now, such tools increasingly lead to higher conversion rates. The proliferation of AI-powered assistants by major brands and their integration with payment systems marks a shift from older, less intuitive models that struggled to win consumer trust. This season, the success of AI in encouraging spending reflects both improved technology and changing consumer expectations.
How Are Shoppers Using AI to Make Purchases?
Consumers are turning to AI largely for product recommendations, price monitoring, and streamlined checkout processes on days like Black Friday and Cyber Monday. Adobe Analytics reported that AI-generated traffic to retail websites jumped more than eightfold compared to last year. Categories that saw the greatest AI-driven interest included electronics, toys, and personal care items. AI-guided shoppers were notably more likely to complete purchases than those arriving through traditional browsing methods.
Which Tools Are Gaining Popularity Among Retailers?
Leading retailers and shopping platforms are deploying more advanced automated assistants and chatbots. OpenAI has enabled instant purchases from Etsy and Shopify merchants like Glossier and Spanx through ChatGPT. Amazon’s updated digital assistant places orders when prices meet customer-specified thresholds. Google has launched features that check local store inventory through automated calls, while Walmart’s Sparky and Target’s guided prompts give shoppers personalized recommendations. Salesforce measured the influence of these autonomous AI tools, noting their impact on tens of billions in global online sales during the holiday period.
What Do Experts and Companies Say About This Shift?
AI’s impact on shopping is accompanied by questions regarding its long-term implications. Experts point to both opportunities and drawbacks as consumer reliance on these systems deepens.
“For every product, there are a million different variants or brands. A.I. simplifies a lot of our choices,”
explained Luca Cian, a professor at the University of Virginia’s Darden School of Business. However, he also cautioned,
“If we move everything towards using A.I., we may lose that excitement.”
Companies are also monitoring how to balance automation with customer experience, and whether future monetization models could influence these trends.
AI-powered shopping technologies are now used by a significant share of Gen Z and millennials, supporting the rapid increase in online retail spend. With online spending during the early holiday period up by more than seven percent and AI tools guiding more shoppers to checkout, the nature of shopping is evolving toward efficiency and convenience. While technology alleviates many traditional pain points, retailers and analysts remain attentive to potential downsides, such as diminishing the social or experiential aspect of gift buying. For shoppers, the steady improvement in AI interfaces means an easier way to navigate surging product choices, although it may come at the expense of spontaneity or discovery. As retailers continue developing AI-driven tools, understanding different shopper preferences and maintaining elements of enjoyment in the process will likely be important in retaining customer loyalty and satisfaction.
