Amazon’s AI chatbot, Rufus, demonstrably boosted sales during Black Friday 2024, with purchase-driven sessions increasing by 100% compared to the prior 30 days – a rate double that of non-Rufus sessions (20%). This data, from Sensor Tower, highlights a significant shift in consumer behavior, as shoppers increasingly turn to AI assistance for holiday purchases.
The Rise of AI Shopping Assistance
The adoption of Rufus aligns with a broader trend: AI traffic to U.S. retail sites jumped by an astonishing 805% year-over-year on Black Friday, according to Adobe Analytics. Shoppers leveraged generative AI chatbots to hunt for deals and compare products, particularly within high-demand categories like electronics, video games, and appliances.
This isn’t just about browsing; consumers using AI tools were 38% more likely to make a purchase compared to those arriving via traditional channels. This conversion rate suggests AI is not simply influencing shopping decisions but actively driving them.
Black Friday Spending: Is AI the Full Story?
While Black Friday spending hit a record $11.8 billion, the role of AI is nuanced. Rising prices (up 7% on average) may have contributed more to the overall figure than a surge in volume, as Salesforce data indicates that order quantities actually decreased by 1%. This suggests that consumers, despite increased AI assistance, were possibly more cautious with their spending due to economic pressures.
Decelerating Growth: A Shift in Consumer Behavior
Sensor Tower’s data reveals further complexity. Mobile app downloads and website traffic increases slowed compared to 2024, despite still being up on Black Friday. Amazon and Walmart saw growth in app downloads (24% and 20%, respectively) and website visits (90% and 100%) but fell short of the previous year’s surge (50% and 75% downloads; 95% and 130% visits).
This deceleration indicates that while AI adoption is rising, broader consumer engagement isn’t necessarily accelerating at the same pace.
The Future of Holiday Shopping
Nearly half of shoppers (48%) report using or planning to use AI for holiday shopping, according to an Adobe survey. The integration of AI into the retail experience is no longer experimental but a core component of how consumers approach holiday spending.
As AI tools mature, their influence on purchasing decisions will likely grow, but economic factors will continue to play a crucial role in determining overall spending trends.
