行业研究公司研究宏观策略财报招股书会议纪要中央经济工作会议低空经济 DeepSeek AIGC 智能驾驶大模型

五大AI趋势：变革假日购物

商贸零售2025-10-21奥多比A***

AI智能总结

2025 US Holiday Shopping Forecast

Methodology

Adobe Digital Insights analyzed over 1 trillion visits to US retail websites across 100 million product SKUs in 18 categories, using Adobe Experience Cloud data.
Complementary survey based on responses from 5,000 U.S. consumers (September 9–16, 2025).

Key Forecasts

Online Spending: $250 billion in the holiday season.
Black Friday vs. Cyber Week: Black Friday gains share of Cyber Week growth.
Mobile-First Trend: Mobile revenue share continues to rise, marking the first fully mobile-first holiday year.
Category Growth: Varied growth expected across major categories; price sensitivity eases as promotions remain a growth driver.
Buy Now, Pay Later: Growing momentum ahead of holidays.
Curbside Pickup: Driven by last-minute holiday gifts.
Generative AI: Traffic surges as AI assistants reshape shopping; 72% of consumers use AI for product discovery.

AI Traffic & Conversion

AI Visits: Desktop leads but mobile share rising (44% year-over-year increase).
Conversion Rates: AI conversion surpasses traditional conversion (AI visits worth as much as non-AI visits).

Marketing Channels

Total Revenue Share: Social networks (up 15%) and social media affiliates (up 12%) lead growth.
Fastest-Growing Referral: Reddit (up 30%).
Social Media Lead: Instagram extends lead over TikTok.

Top 5 AI Trends Transforming Holiday Shopping

#1 AI in Product & Brand Discovery

Generative AI Tools: 72% use AI for discovery, recommendations, and gift ideation.
Optimization Strategies:
- Near-term: Audit brand citations, structure content (schema markup), and strengthen authority.
- Long-term: "Wikipedia" your brand for AI comprehension.

#2 AI in the Shopping Experience

Personalization: AI-powered shopping becomes more personalized (72% satisfied with AI recommendations).
Conversational AI: Unified, brand-governed experiences with natural dialogue and real-time intent detection.

#3 AI in the Customer Journey

Real-Time Capabilities: 70% of shoppers prefer real-time responses; 68% of retailers use AI to detect shifting intent.
Holiday Optimization: AI-powered analytics to balance shopper segments and personalize in real time.

#4 AI Supercharging Creativity

Firefly Insights: Generative AI reveals consumer creativity trends (e.g., Labubu rise, holiday color palettes).
Content Economics: AI accelerates on-brand content creation, but verification and streamlined workflows remain challenges.

#5 AI Adoption Acceleration

Agentic AI Growth: 68% of retailers lack formal AI governance but expect strong growth in AI-powered assistance, content, and automation.

2026 and Beyond: AI New Year's Resolutions

Focus on AI governance, real-time analytics, and omnichannel orchestration.

Related Resources

Holiday retail trends, AI search landscape, Black Friday transformation, Adobe Journey Optimizer, and upcoming insights events.

Today's speakers Loni StarkVice President ofStrategy and Product Lindsay MorrisPrincipal Content Strategist Vivek PandyaDirector,Adobe Digital Insights Marta FrattiniGlobal Director ofIndustry Strategy, Retail Agenda 2025 US holiday shopping forecast Top 5 AI trends transforming holiday shopping 2026 and beyond: AI New Year's resolutions Q&A and resources 2025 US holiday shopping forecast Vivek Pandya Director, Adobe Digital Insights Methodology 85 of the top 100* US internetretailers use Adobe ExperienceCloud to power their digital business Only industry report thatmeasures direct consumer Over 1 trillion visits to US retail websites100 million product SKUs, across 18product categories Only Adobe can access a high volume ofconsumer transactions Complementary survey based on responses from 5,000 U.S. consumers, fielded between September 9th and September 16th, 2025 Disclaimer: The information and analysis in this release have been prepared by Adobe Inc. for informational purposes only and may contain statements about future events that could differ from actual results.Adobe Inc. does not warrant that the material contained herein is accurate or free of errors and has no responsibility to update or revise information presented herein. Adobe Inc. shall not be liable for any 2025 Holiday season online spending to cross $250 billion Black Friday gains share of Cyber Week growth Cyber Week Forecast Mobile-first holiday closes out first mobile-first year Mobile Revenue Share Forecast Varied growth expected from major categories Price sensitivity eases, promotions still fuel growth Online Price Sensitivity Index (Indexed to Jan 2024) Adobe Digital Insights; 2024–2025 Buy now, pay later! Momentum builds ahead of holidays Last-minute holiday gifts drive curbside pickup Generative AI traffic surges as assistants reshape shopping Growth in AI-Driven Visit Share (Retail) Reported AI Purchase Satisfaction Adobe Digital Insights; August 2024–August 2025 Adobe Consumer Survey; Aug 2025 AI traffic: Desktop leads, mobile rising Monthly AI Mobile Visit Share AI conversion surpasses traditional conversion Monthly AI vs Non-AI Conversion Rate (Retail) Adobe Digital Insights; July 2024–September 2025 AI visits are worth as much as non-AI visits Monthly AI vs Non-AI Revenue Per Visit Percent Difference (Retail) Adobe Digital Insights; August 2024–September 2025 Marketing channels forecast Indexed Total Revenue Share by Marketing Channel Adobe Digital Insights; January 2024–July 2025 Conversion rate: Social networks vs. social media affiliates Conversion Rate by Marketing Channel Adobe Digital Insights; Adobe Digital; January–July 2025 Reddit is the fastest-growing social referral platform Reddit: Indexed Revenue & Visit Share Adobe Digital Insights; January 2024–July 2025 Instagram extends lead over TikTok Social Media: Indexed Visit Share Adobe Digital Insights; January 2024–July 2025 Top 5 AI trends transforming holiday shopping Marta FrattiniGlobal Director ofIndustry Strategy, Retail Vivek PandyaDirector,Adobe Digital Insights Loni StarkVice President ofStrategy and Product #1 AI is transformingproduct and branddiscovery Product discovery withgenerative AI tools 72%Research47%Get product recommendations43%Find deals35%Ideate for gifts33%Generate shopping lists Now companies can optimize across two pillars Generative EngineOptimization (GEO) Optimized Tailor website experiences topromote exploration, discovery and Optimize brand content to be discovered,summarized, and recommended by A steep rise in searches using AI platforms Growth in AI-Driven Visit Share (Retail) Adobe Digital Insights; August 2024–August 2025 Optimizing for AI systems: Brand citation and comprehension Near-term See Audit how assistants describe you today.Benchmark to improve brand visibility,sentiment and referrals over time. Structure Make content machine-readable(facts, schema, feeds). Signal Strengthen authority across trustedthird-party sites. Optimizing for AI systems: Long-term strategy Long game “Wikipedia” your brand, so AIsystems can read, reason,and recommend it. Re-imagine yourcontent strategy andoperations to be dualoptimized for people AI agents have expandedyour audience. #2 AI is transformingthe shoppingexperience Designing for AI handoff: Guide their next decision: Shopping becomes more personal: Reported AI Purchase Satisfaction Adobe Consumer Survey; Aug 2025 AI mobile visit share hasconsistently risen throughoutthe year, increasing 44% since Mobile share is expected tocontinue its growth throughoutthe rest of the year, reaching 72% used AI for online shopping saidthey are less likely to return items From LLMs to brand governed delightful conversationalexperiences For Consumers For Brands Unified Conversational ExperienceConsistent engagement across every digital property. Conversational GuidanceNatural, human-like dialogue that u

点击免费查看完整报告