November 28, 2025  |  SIGN UP

Jim Cooper
DIGIDAY, EDITOR-IN-CHIEF

Just ahead of today’s Black Friday spending spree, we published a roundup of stats that show how shoppers are wrapping AI around holiday consumer journeys.

AI-powered shoppers are researching and comparing brands, hunting for the best sales and even handing off purchasing. And it looks like these efficiencies (less in-store chaos) will continue to be embraced. Last year, only one in 10 of Americans used generative AI for holiday shopping, according to cybersecurity company, HUMAN Security. This year, that figure has grown to two-thirds.

And new data from Deloitte finds that 56% of U.S. consumers will use AI tools to compare prices and find deals. Meanwhile, 47% plan to use AI to summarize reviews before making a purchase decision and 33% will use it to generate shopping lists. 

Read our most important AI coverage here each Friday ICYMI.

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The case for and against AI-driven SEO in the zero-click era

Some media agencies have already started to scrutinize paid search adjustments amid the zero-click signal confusion even as Google remains the go-to search engine with more than half of U.S. consumers reportedly preferring to use it over AI platforms.

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Overheard in the Media Agency Report: How Assembly, IPG, Horizon and others use AI and will spend on ads in 2026

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How rethinking syndication will help publishers succeed in the AI era

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