The $253 billion US holiday shopping season is undergoing a fundamental transformation as artificial intelligence reshapes consumer behavior. While traditional search engine advertising continues to dominate online sales, retailers are now aggressively adapting to the emergence of AI shopping assistants that are changing how consumers discover and purchase products.
Major corporations are implementing sophisticated strategies to capture attention within AI ecosystems. According to Brian Stempeck, CEO of generative engine optimization platform Evertune.ai, brands that previously produced three to four monthly blog posts are now generating 100-200 pieces of content specifically designed for AI discovery. His company charges approximately $3,000 monthly to help apparel and footwear clients optimize their digital presence for large language models.
The technological shift has prompted innovative approaches beyond conventional advertising. Retailers are developing specialized websites invisible to human shoppers but designed exclusively for AI scrapers—automated data extraction tools that feed product information to platforms like ChatGPT and Google’s Gemini. These AI systems then provide consumers with product comparisons, pricing analysis, and direct purchasing capabilities.
Though AI-generated traffic currently represents less than 1% of overall e-commerce activity according to Sensor Tower data, retailers recognize the emerging opportunity. Bed linen company Brooklinen has implemented a multi-faceted strategy including influencer partnerships on Facebook, YouTube, and TikTok, whose content gets scraped by AI systems. The company has also submitted products for industry awards to enhance AI visibility.
Technology giants are accelerating this transformation. Google has introduced AI shopping features that help consumers track prices and make purchases, while Amazon reports that users of its Rufus AI assistant are 60% more likely to complete purchases. Both Walmart and Target have recently announced plans for chatbot-enabled shopping applications, signaling industry-wide adoption of AI-driven commerce.
The transition presents unique challenges, particularly regarding demographic adoption. Brooklinen COO Rachel Levy notes that while Generation Z represents the most enthusiastic adopters of AI tools, their current purchasing power remains limited compared to older demographics. Nonetheless, the retail industry’s substantial investments in AI optimization indicate a fundamental belief that agentic AI will redefine consumer shopping patterns in the coming years.