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AI Shopping Assistants Remake the Holiday Rush as Usage Soars and Limits Show

Early data shows AI referrals are surging despite persistent gaps in accuracy, merchant access and checkout.

There are plenty of apps for AI shopping but you probably won't get your whole gift list done that way.
According to the Canadian Anti-Fraud Agency, the total amount lost to fraud this year is 544 million dollars. In 2024, the total reported loss was 645 million.
UPS delivery person with loaded hand truck on sidewalk in Manhattan, New York.
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Overview

  • OpenAI launched Shopping Research in ChatGPT, Google expanded AI Mode in Search, Perplexity introduced Instant Buy with PayPal, and retailers including Amazon, Walmart and Target upgraded in‑app assistants and ChatGPT integrations for holiday shopping.
  • Adobe reports generative‑AI referral traffic to retailers jumped 830% year over year in early November, with AI‑referred shoppers 30% more likely to convert than those arriving via traditional search.
  • Morgan Stanley projects nearly half of US online shoppers will use AI agents by 2030, estimating agentic commerce could add about $115 billion to US e‑commerce.
  • Coverage and control gaps remain significant, with Amazon blocking scraping by OpenAI, Perplexity and Google, accuracy complaints persisting, and early tests showing uninspired or incorrect recommendations.
  • Checkout is still fragmented: OpenAI’s Instant Checkout works with a limited set of partners, Perplexity’s one‑click buying is available on select items and brands, card networks are preparing new safeguards, and cybersecurity experts warn of rising AI‑driven scams and delivery spoofing.