Retailers are likely to experience a significant surge in AI-driven website visits during the holiday season, with Adobe anticipating a 130% increase in AI traffic compared to last year. This forecast comes from Adobe’s annual report on online shopping trends, revealing that AI users are engaging more actively with brand offers and showing superior revenue potential.
AI Engagement Boosts Retail Revenue
A survey conducted by Adobe among 5,000 U.S. consumers indicates that those utilising AI interact with brand offers more frequently and generate 43% more revenue per visit than visitors not using AI. This marks a sharp reversal from 18 months ago when visits referred by non-AI sources were 128% more valuable.
The survey also shared insights into shopper confidence levels, noting that over 75% of AI-utilising consumers feel more confident in their purchase decisions. Furthermore, more than two-thirds of these shoppers indicated they are less likely to return purchases made with the help of AI assistants.
AI as a Strategic Channel
AI tools, according to the findings, are transforming how consumers discover and purchase products. The ease of using AI technologies for product comparison and price checks is leading to enhanced trust and efficiency in consumer decision-making. Customers who reached retailer sites through AI assistance added items to their shopping carts 32% more often than their counterparts.
Rebecca Wettemann, CEO and principal analyst with Valoir, highlighted the role of AI in brand strategies, describing AI tools as both discovery and referral channels. She advised brands to consider how AI can not only identify their products but also explain and differentiate them effectively.
Emerging “Next-Gen” AI Tools
As sophisticated AI tools continue to emerge, this holiday season could witness further evolution in consumer shopping habits. Notably, tools like Meta’s Muse personal AI agent, which accrued 2.8 million downloads in its initial 12 days, reflect the growing interest in AI shopping assistance. Apple’s enhancement of Siri AI could further influence this trend, though it’s currently limited to newer Apple devices.
Bill Staikos from Be Customer Led points out that brands must prepare for a future where both humans and AI agents are essential customers, as AI becomes more ingrained in consumer technology and decision-making. This change may challenge conventional concepts of customer loyalty, as AI begins to play a larger role in purchasing choices.
Reporting based on coverage first published by retaildive.com.