硬AI·2025-12-03 10:27Core Insights - The holiday shopping season in the U.S. has shown that generative AI, exemplified by ChatGPT, is becoming a new engine driving e-commerce traffic, with a year-on-year increase in recommendation volume of 28% [2][3] - However, this emerging benefit is highly concentrated, with Amazon and Walmart together capturing nearly 70% of the traffic, further solidifying their market dominance, while small and medium retailers have not broadly benefited [2][3][6] Group 1: AI Impact on E-commerce - The use of AI chatbots for shopping inspiration is on the rise, as evidenced by a 28% increase in recommendation volume from ChatGPT during the holiday shopping season [3][6] - Amazon's share of ChatGPT recommendation traffic surged from 40.5% last year to 54% this year, while Walmart's share increased from 2.7% to 14.9%, indicating a significant shift towards these major players [3][6] - Data from Adobe shows that AI-driven traffic to retail websites on Black Friday increased by 805%, highlighting the growing influence of AI in the retail sector [4][7] Group 2: Conversion Rates and User Behavior - Users entering retail websites through AI chatbots exhibit a 38% higher likelihood of completing a purchase compared to regular users, indicating the high commercial value of AI-driven traffic [7] - Despite the notable growth in AI recommendation traffic, its overall market share remains small, with ChatGPT's recommendation conversations only accounting for 0.82% of total conversations during Black Friday, up from 0.64% last year [9]