Black Friday data just confirmed what many retailers suspected: AI shopping assistants drive real conversions at scale.
According to Sensor Tower data reported by TechCrunch, Amazon sessions involving its AI chatbot Rufus that resulted in a purchase surged 100% on Black Friday, compared to the trailing 30 days; sessions without Rufus increased only 20%. Day-over-day, Rufus sessions with purchases grew 75%, compared to 35% for sessions without the assistant. Shoppers who engaged with the AI bought more.
Adobe Analytics reported broader adoption across the retail landscape. AI traffic to U.S. retail sites increased 805% year-over-year on Black Friday. Shoppers arriving from an AI service were 38% more likely to convert than those coming from traditional traffic sources. Nearly half of surveyed consumers said they have used (or plan to use) AI for holiday shopping.
On the other hand, Salesforce data showed prices were up 7% while order volumes fell 1%. The record $11.8 billion in Black Friday spending may reflect inflation more than enthusiasm. App downloads for Amazon and Walmart also decelerated from 2024. Consumers appear more cautious, and AI may be helping them shop more efficiently rather than more frequently.
The data suggests that AI-assisted shopping is a conversion optimization tool, not a demand generation tool. Cautious consumers use AI to reduce friction, answer questions, and accelerate decisions they were already inclined to make. The AI captures existing intent more effectively. It does not appear to create new intent.
While it is clearly early days, this feels like a trend in the making.
Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it. This work was created with the assistance of various generative AI models.