2025年当前人工智能（AI）购物者研究报告

TODAY’SAI SHOPPER The AI Shelf:Where Shopping AI is accelerating retail discovery, but it has notdisplaced search, at least not yet. Headlines toutexponential gains in AI-referred traffic (up 12-35xYoY),1but the broader reality is more measured:traditional search remains the default front door,while AI assistants are becoming a powerful side Inside This Guide: Thelatest research on how differentconsumer segments engage with and shop How Amazon’s Rufus and Walmart’s Sparkyare shaping discovery and decision-making The rise of Agent Engine Optimization (AEO):the structured content, signals, and attributes AI Assistants are the new shelfspacewhere products win or What visibility means today on Amazon andWalmart, and how brands can adapt to win AI is accelerating retail discovery, but it has notdisplaced search, at least not yet. What’s next: how AI assistants will evolve,and reshape the path to purchase Retailers are formalizing this shift. OpenAI’s newInstant Checkout lets U.S. ChatGPT users buydirectly from Etsy (and soon Shopify) without leavingthe chat. Walmart’s and Amazon’s agents (Sparky Dani Nadel President and Chief Operating Officer, For brands, these assistants represent the newdigital shelf. In this new environment, visibility ismoving beyond keywords towards clean, structuredsignals (attributes, availability, pricing, reviews, andnatural language copy) that an assistant can reasonover and defend. Success means feeding precise Adobe 2025 The future of retail is here. Learn how AI guides yourbrand to smarter decisions and bigger wins. Table of Contents What Categories Are PeopleUsing Shopping Assistants For Amazon’s Rufus: What BrandsNeed to Know Walmart’s Sparky: What BrandsNeed To Know How to Optimize for AI Shopping14 Creative and Copy Patterns ThatAI Assistants Reward Risks and Watch‑Outs Who’s Using AI Shopping Assistants? In practice, we have seen this cohort respondsbest when product content reflects how they queryassistants: intent-driven, lifestyle-oriented languagethat mirrors their natural phrasing. For example, PDPsthat emphasize“best for small apartments,” “durable Adoption of AI agents is still uneven, but the patternsare clear: younger shoppers, parents, and high- Adoption Across Shopper Groups Similarly, imagery that shows products in context(backpackson campus,blenders on crowdedcountertops, sneakers on rugged trails) consistently Reviews also play an outsized role. We’ve seensuccess where brands encourage reviewers tohighlight use-cases, such as“perfect for dorm life”or“held up on my Europe trip.”These scenario-basedsignals are exactly what AI assistants surface in Side-by-side comparisons“smaller than X, butquieter and easier to clean”also resonate with thisdemographic, since clarity on trade-offs is key to Age Groups: Younger Consumers Lead Younger shoppers are clearly aheadof the curve. Roughly 4 in 10 adultsunder 302report using AI to help withshopping, and our own data backs itup: 54.5% of 18-29 year-olds said “yes”to trying AI-recommended products.Drilling down, 18-24 year olds hit The takeaway: GenZ and Millennials wantshopping content that feels like a recommendation with context,not just a product description. Whenbrands provide thosesignals, assistants are far more For Gen Z and Millennials, generative AI is alreadyembedded in their shopping journey. Surveys show85% of Gen Z and Millennials would turn to an AIshopping assistant shopping assistant to help with Parents vs. Non‑Parents: The Time‑ These signals reinforce credibility and make it easyfor parents to imagine the product in their ownroutine. Reviews amplify the effect: when other parents mention phrases like“saved me time”or“held up with my three kids,”assistants surfacethose scenarios as proof points. Certifications and Parents are far more engaged withAI shopping assistants than theirnon-parentpeers.They’re morelikely to know what these tools are, In fact, 48% of parents are aware of AI shoppingassistants (vs. 42% of non-parents), 63% say theyunderstand what they do (vs. 44%), 21% have alreadyused one (vs. 12%), and 28% express interest in tryingthem (vs. 21%).1 Feedvisor’s own research shows 61.9% of parentsare interested in AI recommendations, compared to The reason is straightforward:for busy households, the draw issaving time, simplifying decisions, What Works for This Audience Winning over parents means embedding trust andconvenience cues directly into product content.PDPs that call out“allergy-friendly,” “family-size,”“safe for toddlers,”or“next-day pickup”resonate The takeaway: Parents are turning to AI not fornovelty, but for reliability andrelief. Brandsthat bake trust,safety, and convenience into theirproduct stories will win visibility in Visuals matter just as much. Lifestyle imagery thatreflects real family contexts: car seats installed incars, snacks on school counters, cleaning products High‑Income Earners Lean In Highearners are leaning into AIsh