Rapid growth in AI-driven referrals during the 2025 holiday season highlights the technology’s emerging mainstream status, with consumer behaviours and retail strategies adapting to this disruptive trend.
Artificial intelligence (AI) is playing an increasingly pivotal role in shaping consumer behaviour during the 2025 holiday shopping season, with emerging data pointing to a sharp surge in AI-driven referrals to ecommerce brands. According to a report from BrightEdge, a company specialising in AI-powered search and digital marketing automation, referrals from AI engines like ChatGPT and Perplexity to leading retail brands have increased by 752% compared with the previous year. This trend marks a significant turning point suggesting that AI is becoming mainstream in how consumers discover and research products online. However, the company also notes that despite this rapid growth, AI referrals still account for less than 1% of all organic ecommerce traffic, with Google continuing to dominate as the principal source, responsible for nearly 88% of such traffic.
BrightEdge’s findings highlight substantial growth in AI’s presence across various retail categories. The grocery sector, in particular, has seen the most dramatic change, with a reported 900% increase in AI-driven insights, as consumers increasingly use AI for tasks like recipe planning and pantry management. Furniture and electronics categories have also experienced notable increases, 375% and 257%, respectively, with AI assisting consumers in making complex decisions such as configuring living spaces and comparing technical product specifications. Apparel is experiencing more modest growth in AI influence, with a 104% uptick, reflecting a rising reliance on personalised styling and fit recommendations that streamline purchasing decisions. Jim Yu, CEO of BrightEdge, suggested the possibility that this season could be the first where AI becomes fully integrated throughout the shopping journey, extending from initial inspiration to checkout assistance.
While BrightEdge emphasises the rapid integration of AI in ecommerce discovery, other industry insights provide a broader context on consumer adoption and spending behaviours during the holiday season. A Deloitte survey reveals that a third of US consumers intend to use generative AI tools for holiday shopping in 2025, with adoption notably higher among Gen Z shoppers, where 43% plan to leverage these technologies. Consumers are particularly inclined to use AI for price comparisons, deal hunting, summarising reviews, and generating shopping lists, indicating growing trust and reliance on AI to facilitate quicker and more informed shopping.
Complementing these user trends, Salesforce forecasts a strong holiday season where AI and agent-referred traffic could account for as much as 21% of all global holiday orders, translating into $263 billion in sales. This signals a significant economic impact driven by AI adoption across markets. Meanwhile, Adobe’s forecast underlines that over half of online sales during the holiday period will come from mobile devices, fuelling an $8.5% rise in mobile sales compared with the previous year. The data also spotlights the growing popularity of flexible payment options such as buy now, pay later, indicating evolving consumer behaviour shaped by convenience and economic factors.
From a retail technology perspective, AI is not only altering search and discovery but also transforming the entire holiday shopping experience. Reports from TechRadar note a 520% year-over-year increase in AI-driven web traffic to retail sites, especially ramping up in the days before Thanksgiving. More than a third of surveyed US consumers have already interacted with AI in their shopping processes, primarily for product research, personalised recommendations, and deal finding. This confirms that AI is moving beyond a niche tool to become a standard part of retail strategy and consumer engagement.
To capitalise on these trends, marketers face the challenge of optimising content and strategies for both traditional search engines and diverse AI platforms. BrightEdge stresses the importance of a combined approach, maintaining strong SEO while adapting to generative AI technology to capture the growing AI traffic. Their platform aims to help retailers orchestrate each digital touchpoint, from AI assistants to search engines and onsite experiences, to enhance discovery, conversions, and revenue. Moreover, marketers are encouraged to expand their visibility efforts beyond conventional formats to channels like video tutorials and customer testimonials, which AI-powered search tools increasingly incorporate in their overviews.
In summary, while AI-driven referrals currently constitute a small slice of the overall ecommerce traffic, the rapid growth rates and evolving consumer behaviours suggest that AI is on course to become an indispensable element of the holiday shopping landscape. The convergence of traditional search dominance and AI innovation shapes a dynamic marketplace where retailers and marketers must adapt swiftly to remain competitive and relevant during one of the most critical retail periods of the year.
📌 Reference Map:
- [1] (BrightEdge press release) – Paragraph 1, Paragraph 2, Paragraph 6, Paragraph 7
- [2] (BrightEdge summary) – Paragraph 1, Paragraph 2
- [3] (Deloitte survey) – Paragraph 3
- [4] (Salesforce forecast) – Paragraph 4
- [5] (Adobe forecast) – Paragraph 4
- [6] (TechRadar report) – Paragraph 5
- [7] (BrightEdge marketing insights) – Paragraph 6, Paragraph 7
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
10
Notes:
The narrative is based on a recent press release from BrightEdge, dated November 18, 2025, indicating high freshness. The data presented is current and pertains specifically to the 2025 holiday season, with no evidence of recycled content.
Quotes check
Score:
10
Notes:
No direct quotes are present in the narrative, suggesting originality and exclusivity. The information appears to be newly released data from BrightEdge, with no prior online matches found.
Source reliability
Score:
10
Notes:
The narrative originates from BrightEdge, a reputable organisation specialising in AI-driven organic search and digital marketing automation. BrightEdge is a trusted source in the industry, enhancing the credibility of the report.
Plausability check
Score:
10
Notes:
The claims made in the narrative are plausible and supported by recent industry trends. For instance, a Talkdesk survey from October 30, 2025, indicates that 75% of consumers plan to use AI to find deals during the holiday season, aligning with the reported surge in AI-driven referrals. ([globenewswire.com](https://www.globenewswire.com/news-release/2025/10/30/3177858/0/en/Holiday-shopper-confidence-in-AI-soars-but-most-retailers-deploying-AI-aren-t-providing-the-transparency-consumers-demand-Talkdesk-survey-reveals.html?utm_source=openai)) Additionally, a report from AdRoll on September 16, 2025, highlights a 4,700% year-over-year increase in traffic from AI engines to U.S. retail sites, further supporting the narrative’s claims. ([globenewswire.com](https://www.globenewswire.com/news-release/2025/09/16/3150851/0/en/Ad-Demand-Surges-Ahead-of-Holiday-Season-as-Generative-AI-Reshapes-Shopping-AdRoll-Reports.html?utm_source=openai))
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative presents fresh, original content from a reliable source, with claims that are plausible and supported by recent industry data. There are no significant credibility risks identified, and the information aligns with current trends in AI-driven ecommerce.
