How consumers are using AI to shop in 2025 — by the numbers

This Black Friday and Cyber Monday, it’s more likely shoppers turn to ChatGPT to help with their holiday wish lists. Over the past year, AI platforms have gone mainstream with more users using them to research products, compare brands, hunt for deals and even automate purchasing.

The changes in how people shop online has caused marketers to reconsider their SEO strategies to maintain brand visibility in the new zero-click search landscape. As this year’s holiday shopping season gets underway, it could prove to be a major inflection point in determining if AI search can be a tool from discovery to conversion. 

“This holiday season, AI search visibility is a leading indicator, because understanding where a brand is strong in AI search and where there are gaps helps predict performance everywhere else,” said Amos Ductan, svp of search at Razorfish.

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