BOSTON – Generative AI platforms are rapidly becoming the entry point for consumers engaging in holiday shopping, yet they have not yet evolved into a full checkout solution. This insight comes from a recent survey examining consumer intentions to utilize AI tools for their holiday purchases, sponsored by Cimulate and Future Commerce.
The study surveyed 1,000 consumers to address a pressing question surrounding platforms like ChatGPT and Perplexity: Will these tools significantly change the shopping landscape by removing intermediaries such as retailers and brands? The answer appears to be a cautious “not necessarily,” according to Jess Iandiorio, chief marketing officer at Cimulate, a company focused on optimizing customer journeys through generative AI. “To attract high-intent traffic through a restructured funnel, retailers and brands must ensure they are visible on these platforms during critical phases like research, inspiration, and price comparison,” she stated. “They must earn this new, high-intent traffic through a strategic combination of content and agentic commerce.”
This strategy is increasingly significant, given the widespread adoption of ChatGPT, which boasts 800 million users, including 20 million paying customers. “Consumers expect these platforms to accomplish a range of tasks instantly—finding gifts, comparing beauty products, planning vacations, and identifying the best prices,” Iandiorio noted.
The survey yielded several key findings. Firstly, generative AI is currently a “decision accelerator,” not a destination for transactions. While familiarity with this technology is high—88% of respondents recognize its existence and 69% have already used it—intent to purchase directly through generative AI remains low. Most respondents prefer to conduct additional research and finalize their purchases via the official websites of brands or retailers.
Moreover, generative AI platforms are quickly establishing themselves as starting points for shopping. The data reveals that 52% of consumers currently use these tools for shopping research, with an additional 49% planning to initiate their shopping journeys through these platforms. This trend indicates a rapid and widespread adoption of generative AI for shopping and research purposes.
A noteworthy finding is that AI platforms do not divert traffic; instead, they drive it. When a generative AI platform recommends a product, 77% of consumers are likely to visit the brand or retailer’s site for further research and purchase, compared to only 23% who would consider checking out through the AI platform itself. This statistic highlights a prevailing preference for validating information and making purchases from trusted brands and retailers. However, these users are identified as high-intent shoppers, underscoring the necessity for brands and retailers to enhance their digital presence to effectively convert this traffic.
Concerns surrounding trust in generative AI can be mitigated if the pricing is compelling enough. Among respondents who do not currently utilize generative AI platforms, apprehensions about security, safety, and the reliability of recommendations were prevalent. Approximately one-quarter of those surveyed expressed disinterest in using these platforms for shopping. However, notable is that 31% indicated they would consider purchasing through a generative AI platform if offered an attractive deal.
Perhaps most unexpectedly, the survey highlighted the impact of generative AI on in-store shopping habits. When respondents were asked how the use of AI for planning holiday shopping would influence their visits to physical stores, 30% indicated they would shop in stores less frequently. Conversely, only 10% stated they would reduce visits to the websites of brands or retailers, and about one in seven reported they would visit marketplaces less often in search of deals.
Looking ahead, Iandiorio suggested that economic efficiency could emerge as a “killer feature” of AI. “It seems increasingly plausible that the primary advantage of generative AI will be its ability to streamline economic efficiency, making competitive pricing strategies more critical than ever.”
“Ultimately, the competition will center around earning recommendations from generative AI platforms. The most effective methods will involve providing deep product details alongside authentic content, particularly user-generated material,” she concluded. “By pairing the right pricing strategy with comprehensive, authentic, and authoritative traffic, brands and retailers can effectively engage consumers who are well-informed and ready to make purchases.”
As this digital landscape evolves, the need for modern search capabilities and conversational shopping assistant features will be indispensable to maintain engagement and facilitate seamless transitions from initial interactions on generative AI platforms to final transactions.
See also
Kie.ai Launches Grok Imagine API for Rapid, Cost-Effective Product Video Automation
AI Skills for 2026: Master Prompt Engineering and Data Literacy for Career Growth
Central Banks Embrace AI to Enhance Financial Stability Amid New Risks
Al Jazeera Launches ‘The Core’ AI-Integrated News Model with Google Cloud Partnership
Applied Materials Stock Nears Highs Amid AI Equipment Demand and China Export Curb Concerns
