During the 2025 holiday season, U.S. online spending hit a record $257.8 billion, driven largely by a surge in consumers using AI chatbots for shopping guidance and assistance. Retailers rapidly adopted AI tools for customer service and sales, while consumer reliance on AI for product discovery and returns grew significantly, despite some concerns over unauthorized product listings by AI platforms.
During the 2025 holiday season, American consumers spent a record $257.8 billion online, representing a 6.9% increase from the previous year. This surge in spending was highlighted in data released by Adobe Analytics on January 7th, which tracked online transactions and website traffic to analyze shopping trends. The report points to a significant shift in consumer behavior, with much of the growth attributed to the increasing influence of artificial intelligence (AI) tools in the online shopping experience.
One of the most notable findings was the dramatic rise in website traffic originating from generative AI chatbots. According to Adobe Analytics, traffic directed to retailer websites from these AI-powered chatbots soared by 693.4% compared to the 2024 holiday season. This indicates that consumers are increasingly relying on AI-driven tools to guide their shopping decisions, from product discovery to purchase.
Retailers have been quick to adapt to this trend. Before the holiday season began, FedEx reported that 97% of U.S. retailers planned to use AI for shopping-related purposes, including customer service and dynamic pricing. Major companies like Walmart have embraced AI by partnering with platforms such as ChatGPT, enabling customers to shop directly through AI-powered interfaces. This integration aims to streamline the shopping process and provide personalized assistance to consumers.
Consumer adoption of AI tools is also on the rise. A December poll by Future Commerce found that 52% of respondents already use AI tools for their shopping, while 49% begin their shopping journey with AI-enhanced research. Furthermore, a Salesforce survey revealed that three-quarters of shoppers are interested in using AI tools for returns and exchanges, suggesting that AI’s impact extends beyond just purchasing to other aspects of the retail experience.
Despite these advancements, the use of AI in retail is not without challenges. Some online retailers have expressed concerns about Amazon’s “Shop Direct” AI tool, which has listed products from other sites without their consent. This has led to pushback from affected retailers. Nevertheless, both Adobe and Salesforce data underscore the growing influence of AI in shaping online shopping, with AI-driven product recommendations, targeted offers, and conversational customer service playing a pivotal role in record-breaking holiday sales.