"The way consumers search is changing faster than the industry expected. This holiday season, many shoppers are looking for gifts inside AI platforms, rather than retailer sites or traditional search. They are asking natural questions like: "Find me a cruelty-free skincare gift for sensitive skin under $100." "What are good gift ideas for a three-year-old that are safe and durable?" "What are the safest, nontoxic treats for my Golden Retriever?""
"This shift is already measurable. Adobe Digital Insights reports a 4,700% year-over-year increase in retail visits driven by AI assistants between July 2024 and July 2025. At the same time, click-through rates from SEO have dropped 34% as users bypass the search results page entirely. eMarketer reports 47% of brands have no idea whether they appear in AI-driven discovery at all. The platforms know this shift is accelerating. Brands must adjust too."
Consumers are increasingly searching and purchasing via AI platforms using natural-language queries such as requests for cruelty-free skincare under $100 or safe toys for toddlers. Adobe Digital Insights records a 4,700% year-over-year increase in retail visits driven by AI assistants between July 2024 and July 2025, while SEO click-through rates have dropped 34% as users bypass search results. eMarketer finds 47% of brands do not know whether they appear in AI-driven discovery. Google added conversational shopping and AI-mode ads just weeks before the holidays. Brands must optimize trust, relevance, and extractability. Practical steps include structuring data with JSON-LD, keeping consumer-facing PDPs simple while storing technical details in schemas, refreshing retailer feeds weekly, and aligning product titles, claims, and benefits across channels.
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