In 2025, AI made significant strides in retail, transforming ecommerce platforms and enhancing the shopper journey. Key product launches included Amazon’s Rufus AI with an “Auto Buy” feature for seamless purchases, OpenAI’s Instant Checkout for a complete shopping experience, and Perplexity’s shopping tool that personalizes recommendations based on user intent. During Cyber Week, AI influenced 20% of global orders, showcasing its growing adoption despite modest chatbot usage. Notably, Adobe recorded a 670% increase in AI traffic to U.S. sites during the holiday season. However, some platforms like Shopify and Amazon are resisting external AI agents, which may disrupt traditional advertising and user insights. As brands shift towards AI-driven product discovery, implementing generative engine optimization (GEO) strategies becomes crucial. This includes enhancing product metadata, creating indexable reviews, and providing detailed descriptions to optimize visibility in AI recommendations, ensuring brands remain competitive in a rapidly evolving retail landscape.
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