根据 Adobe 的最新报告，在即将到来的年末假日购物季中，透过人工智慧（如 ChatGPT）引导至美国零售网站的流量预计将比去年同期大幅增长 130%。使用 AI 进行商品研究的消费者不仅购买意愿更高，平均每笔交易的消费金额也高于非 AI 管道的使用者。预估 11 月至 12 月期间的线上总销售额将上升 6.7%，达到 2751 亿美元。

越来越多消费者习惯透过对话式 AI 代理获取个人化商品推荐并导向零售网站，仰赖 AI 快速整合搜寻结果。目前 Adobe 的统计重点在于 ChatGPT 或 Anthropic 的 Claude 等独立平台所带来的外部流量，并未包含电商站内的聊天机器人。然而，目前仅有极少数消费者直接透过 AI 完成付款购买，部分电商龙头如亚马逊甚至主动封锁了特定外部 AI 助理。

在品类趋势方面，电子产品与服饰仍是假日购物的最大宗类别，但食品杂货及玩具的消费成长速度最为亮眼。全季最大的折扣优惠将落在感恩节至网路星期一的五天黄金期内，其中吸尘器与电玩游戏的销售成长最为显著，显示消费者的需求已由高单价商品延伸至各类日常必需品。

According to a report from Adobe, AI-assisted traffic to US retail websites is projected to surge by 130% compared to last year during the upcoming holiday shopping season. Shoppers leveraging artificial intelligence for product research demonstrate a higher propensity to purchase and tend to spend more per transaction than those from traditional channels, supporting an anticipated 6.7% rise in total online sales to $275.1 billion across November and December.

Consumers are increasingly comfortable conversing with AI agents to receive tailored recommendations and quickly synthesize search results before navigating to retailer websites. Adobe's analysis primarily highlights referral traffic from standalone platforms such as ChatGPT and Anthropic's Claude rather than on-site store bots; however, direct purchasing via AI remains rare, and retailers like Amazon have taken steps to block third-party AI assistants from accessing their platforms.

While electronics and apparel will continue to account for the largest overall share of holiday spending, expenditures on groceries and toys are expanding at a faster pace. The deepest price discounts are expected during the five-day Cyber Week period between Thanksgiving and Cyber Monday, with vacuum cleaners and video games poised for the most rapid sales growth as consumer demand broadens from big-ticket items to everyday essentials.