BrightEdge has released new data showing a major shift in how people discover products during the 2025 holiday season, declaring it the first truly AI driven ecommerce period. The company, known for its leadership in AI powered organic search, content, and digital marketing automation, revealed through its BrightEdge AI Market Pulse report that referrals from AI engines such as ChatGPT and Perplexity to top ecommerce brands have jumped by an extraordinary seven hundred fifty two percent compared with last year. According to the company, this rise signals that artificial intelligence has officially become a mainstream influence on how consumers research, evaluate, and select products long before reaching a retailer’s website.
BrightEdge, which serves more than half of the Fortune five hundred, noted that its platform allows clear visibility into how AI surfaces across both traditional search engines like Google and Bing as well as modern AI engines. The company emphasized that the discovery phase of shopping is now undergoing a dramatic transformation as consumers increasingly rely on AI for guidance. Several major ecommerce categories are experiencing significant year over year expansion in the presence of AI within Google search results. Grocery has seen the most dramatic shift with a nine hundred percent increase as people turn to AI for help with recipe ideas and pantry management. Furniture has recorded strong growth as well, with a rise of three hundred seventy five percent as shoppers use AI tools to visualize layouts, evaluate large purchases, and overcome decision fatigue. Electronics is also seeing notable increases with a two hundred fifty seven percent rise as buyers rely on AI assistants to break down complex specifications and summarize reviews. Apparel has grown one hundred four percent as more consumers look for personalized style recommendations and fit guidance before making a purchase.
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Jim Yu, Chief Executive Officer of BrightEdge, explained the shift in consumer behavior. “Our latest analysis confirms consumers are increasingly using AI across different stages of the buying journey,” he said. “As AI improves and more people trust it to help them choose gifts for the holidays, the next steps, like assisting with big ticket items or even managing the whole order from start to finish, aren’t far behind. This may be the first year where AI truly becomes part of the shopping experience, from inspiration to checkout.”
Despite the surge in AI driven referrals, the company emphasized that this traffic still represents less than one percent of all organic ecommerce visits. Google, which continues to dominate digital shopping behavior, drives eighty seven point six percent of organic search traffic leading to ecommerce brand websites. BrightEdge stated that while AI is emerging quickly, traditional search remains the largest and most influential channel.
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The company also stressed that marketers must now adapt to a landscape where discovery does not take place in one centralized location. As AI referrals increase across platforms such as Google AI Overviews, OpenAI powered assistants, Perplexity, and others, the need for a combined strategy is becoming essential. Traditional search engine optimization remains foundational, but brands must now also focus on Generative Engine Optimization to remain visible as discovery tools diversify. BrightEdge noted that its unified platform is designed to help retailers manage every part of the customer journey, from AI assistants to search engines to on site experiences, ultimately improving discovery, conversions, and overall revenue.
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