The news: Generative AI (genAI) is expected to play a bigger role than ever in ecommerce during Amazon’s Prime Day event this week. Adobe predicts that genAI-driven traffic will surge 3,200% YoY as more consumers use AI for searching for products, price matching, and purchasing decisions.

The shift could be based on increased trust in AI’s ability to search, sort, and recommend customized shopping experiences. Eighteen percent of users trust genAI’s shopping recommendations more than those from friends and family (13%), per Accenture Consumer Pulse.

Why it’s worth watching: In an Adobe survey of 5,000 US consumers, respondents queried on their shopping habits used genAI for research (55%), product recommendations (47%), deal-hunting (43%), gift ideas (35%), unique finds (35%), and shopping lists (33%).

• 92% of genAI users said it improved their shopping experience.
• 87% said they’d use AI for more complex or expensive purchases.

Adobe first saw a major spike in genAI-driven traffic to US retail sites during the 2024 holiday season, with visits from AI chatbots and search tools jumping 1,300%—a clear sign that AI is becoming a key shopping assistant.

Shoppers are turning to AI for guidance, not just search: With Amazon’s Prime Day kicking off a flurry of competing sales, online shoppers are increasingly relying on AI to surface deals and savings. 

Platforms are responding by embedding AI into the shopping journey. 

• Google integrated Gemini into product searches for conversational queries and not just keywords. It also has a virtual try-on feature for clothes.
• OpenAI added shopping features, such as product recommendations, to ChatGPT.
• Perplexity AI lets Pro users buy products directly with its new Buy with Pro feature.

Our take: While still trailing traditional channels like paid search and email, AI is winning consumer trust and influencing higher-consideration purchases​​. 

Marketers that can tailor shopping content around AI search could help their clients gain visibility. Structure product data, promotions, and sales content for AI interfaces like chatbots, shopping agents, and search for more conversational browsing with a higher conversion rate.