Shoppers Turn to AI Before Retailers This Shopping Season

This vacation season, some customers are beginning earlier, and utilizing AI instruments relatively than Amazon or Google. As a substitute, they’re utilizing platforms like ChatGPT or Perplexity as the primary cease for present analysis, product comparisons, and deal looking earlier than a retailer website is visited. Information from Perplexity, shared with ADWEEK, exhibits multi-category retailers—manufacturers the place customers can purchase a number of objects in a single place—lead in engagement, outperforming retailers with a singular focus, similar to clothing-only shops. The corporate says this aligns with how customers method vacation buying, typically starting with broad queries, like looking for presents for a specific member of the family or staying inside a set price range.