今年美国假日季，AI或拉动2630亿美元销售，沃尔玛、塔吉特争夺下一代“流量入口”

Core Insights - Artificial intelligence (AI) is transforming the shopping experience and driving a surge in holiday retail revenue, with Salesforce predicting global online sales to reach $263 billion, accounting for 21% of all holiday orders [1] Group 1: AI Impact on Retail Sales - AI is expected to significantly boost online sales during the holiday season, with a projected increase in consumer usage of AI for shopping ranging from 40% to 83% [1] - Adobe reported a 760% surge in AI traffic to U.S. retail websites from November 1 to December 1, indicating a strong consumer interest in AI-driven shopping [1] - Shoppers using AI platforms are 30% more likely to make a purchase and show 14% higher engagement compared to non-AI channels [1] Group 2: Retailers' AI Strategies - Major retailers like Walmart and Target are accelerating their AI initiatives, with Walmart launching an AI assistant named Sparky and partnering with OpenAI to allow shopping through ChatGPT [2] - Target has also announced a collaboration with OpenAI, enabling customers to shop within ChatGPT, supporting multi-item purchases and delivery options [2] - Etsy and various Shopify merchants are implementing instant checkout features in partnership with OpenAI, enhancing the shopping experience for U.S. customers [2] Group 3: Shift in Marketing Strategies - Retailers are shifting their digital marketing strategies from Search Engine Optimization (SEO) to Answer Engine Optimization (AEO) to adapt to AI platforms that prioritize relevance over paid rankings [3] - AI platforms like ChatGPT assess product relevance based on user queries and various data points, prompting retailers to optimize their product information accordingly [3] Group 4: Areas for Improvement in AI Shopping Experience - Despite advancements, some AI shopping tools still struggle to provide accurate product recommendations, as evidenced by consumer feedback on Target's Gift Finder [4] - Users have reported dissatisfaction with AI-generated suggestions, indicating that the technology may not yet fully meet consumer expectations [4][5]