Holiday shoppers are turning to AI. Can retailers deliver?

A holiday shopper looking for a gift can now describe the recipient and a budget to an AI assistant, then ask follow-up questions until a short list emerges. The retailer may enter the conversation only after much of the decision is made. 
This emerging consumer behavior is becoming measurable. According to Adobe Analytics, traffic from generative AI tools to U.S. retail websites rose 693.4% during the November–December 2025 holiday season compared with a year earlier.