零售巨头加速AI布局竞争 沃尔玛10月宣布与OpenAI达成合作协议，使购物者能够在不离开ChatGPT的情况下查找和购买商品。 该零售商还在其应用中推出名为Sparky的AI助手，能够回答问题并推荐产品。 塔吉特上月宣布合作协议，允许客户在ChatGPT内使用塔吉特应用程序购物。该测试功能支持购物者在 单次交易中购买多件商品，包括杂货，并可选择配送或路边取货服务。 Etsy和包括Glossier在内的许多Shopify商户也与OpenAI签署了即时结账功能协议。该功能最初将允许美 国顾客进行单件商品购买。OpenAI 发言人表示，即时结账功能已于 9月下旬在Etsy上线 人工智能正在重塑购物体验并推动零售业假日收入激增。据Salesforce预测，AI将在今年假日季推动全 球线上销售达到2630亿美元，占所有假日订单的21%。这一趋势促使沃尔玛、塔吉特等零售巨头加速布 局AI购物助手，争夺消费者注意力的新入口。 12月12日，据媒体报道，多项调查显示，40%至83%的消费者计划在今年假日季使用AI进行购物。 Adobe数据显示，11月1日至12月1日期间，美国零售网站的AI流量激增760%。从生成式AI平台 ...

Core Insights - The article discusses the evolution of AI search engines, highlighting the shift from traditional link-based search to AI-driven solutions that provide direct answers and enhance user experience [3][4][6][12]. Group 1: Strategic Shift - Traditional search engines are experiencing a decline, with Google's global market share dropping below 90% for the first time in a decade [8]. - AI applications like ChatGPT and Perplexity are gaining traction, with ChatGPT reaching over 700 million weekly active users and covering about 10% of the adult population globally [8][12]. Group 2: Product Form - AI search engines are redefining user interaction through conversational interfaces, allowing for multi-turn dialogues and direct answers, which enhances the efficiency of information retrieval [14][15]. - The integration of multimodal capabilities enables AI search to process voice, images, and videos, expanding its application across various devices and contexts [15]. Group 3: Market Dynamics - The AI search market is diversifying into four evolutionary paths: traditional search engine upgrades, native AI search engines, ecosystem integration, and vertical service-driven solutions [20][21][23][24]. - The global search engine market is projected to grow from $204.76 billion in 2024 to $421.42 billion by 2031, indicating a compound annual growth rate (CAGR) of 11.0% [37]. Group 4: Value Chain Transformation - The demand for high-quality, structured data is increasing, leading to a revaluation of first-party data as a critical asset for AI training [27]. - Marketing strategies are shifting from Search Engine Optimization (SEO) to Answer Engine Optimization (AEO), focusing on making content more suitable for AI consumption [29][30]. Group 5: Future Outlook - The article emphasizes the need for a sustainable value distribution mechanism among platforms, brands, creators, and users to ensure long-term ecosystem prosperity [36]. - The transformation in search capabilities is driven by the necessity to address user needs more effectively, moving from mere information retrieval to actionable insights and solutions [35][37].