Business
AI shopping could drive $263 billion in holiday sales. Walmart and Target are racing to get in
Holiday shopping has always felt like a “chore” for Amrita Bhasin.
Between deciding what to buy, comparing prices and checking reviews, the 24-year-old retail tech CEO said she spent more than 15 hours each year buying gifts for her friends and family, a process that took the joy out of giving.
But this year, Bhasin said she did all of her shopping in a fraction of the time and even had a little “fun” — all thanks to her new personal assistant: ChatGPT.
“I feel like I’ve got that physical store associate that I’m talking to, so I feel like I’m getting better recommendations. I actually think my tendency to buy is higher because of ChatGPT,” Bhasin, based in Menlo Park, California, told CNBC. “It has really changed the game.”
Bhasin is one of the many shoppers turning to AI platforms like OpenAI’s ChatGPT, Google‘s Gemini and Perplexity this holiday season to help them buy gifts for their loved ones, and maybe a few for themselves, too. Whether consumers use them to get gift ideas or compare prices, AI platforms are poised to reshape the shopping experience and drive billions in revenue this holiday season as it becomes harder to get discovered on traditional search platforms.
In a report published last month, Salesforce said it expects AI to drive a staggering $263 billion in global online holiday sales this year, representing 21% of all holiday orders.
Though estimates vary widely, surveys conducted by Visa, Zeta Global and other organizations found that between 40% and 83% of consumers plan to use AI for shopping this holiday season. Meanwhile, AI traffic to U.S. retail sites surged 760% between Nov. 1 and Dec. 1, according to Adobe.
While AI shopping is in its early stages, initial reads on how shoppers are interacting with it show the opportunity it can bring for retailers. Shoppers arriving on retail websites from generative AI platforms are 30% more likely to buy something and about 14% more engaged than those coming from non-AI sources, meaning they’re spending more time on the site and are less likely to leave immediately, Adobe found.
These AI-fueled shopping visits now generate 8% more revenue per session, the firm found. AI tools can also help shoppers spot deals and aid lesser-known brands in getting discovered — about half of the gifts Bhasin bought this year came from brands she’d never shopped before.
“It’s where consumers are going, because they’re just asking questions around, like, ‘Hey, where can I find the best gift under $20 for my niece that cares about these things?'” said Kimberly Shenk, the founder and CEO of Novi, a tech firm that helps brands adjust to AI shopping.
The surge in AI shopping has led retailers big and small to rethink their strategies to ensure they’re showing up where customers expect them to be. Walmart and Amazon have each launched their own AI shopping assistants, and others, including Walmart, Target and Etsy, have partnered with OpenAI so customers can search for items or buy products without leaving ChatGPT.
Apparel retailer PacSun said it hopes to join OpenAI’s platform and in the meantime is reformatting its website so its teen-friendly clothes will show up in AI searches. Others are changing their budgets, directing funds away from SEO, or search engine optimization, and into AEO, or answer engine optimization, and hiring outside firms to help them navigate the shift.
Shenk said her company has seen a “major surge in demand” from retailers and brands that have started to see a steep decline in traffic from social media ads and search engines.
“I’ve heard so many brands talking about their paid advertising in Meta and all these different places really just not performing and ultimately seeing a ton of that transition over to AI mode in Google, ChatGPT, Perplexity,” Shenk said. “I think people were caught off guard … so brands are really scrambling to figure out, ‘How do I know if I’m visible? I have no idea if I’m even showing up. I have no idea how I’m showing up, but I’m seeing all my traffic drop off, and I got to figure that out. Now.'”
Brands are walking a tightrope. They have to adjust to consumers who are using AI to discover products, but still be present through traditional channels for those who prefer old-fashioned shopping. While AI companies and retailers themselves have made massive investments in the chatbot shopping experience, some consumers also say it doesn’t yet measure up to searching for gifts themselves.
Walmart, Target and others join the AI race
As more shoppers start their gift searches on AI chatbots, some of the country’s biggest retailers, including Walmart, Target and Etsy, have announced their own strategies to try to attract customers through AI assistants.
Walmart announced a deal in October with OpenAI that will enable shoppers to both find and buy items without leaving ChatGPT. Yet the big-box retailer hasn’t shared a launch date.
Etsy and many Shopify merchants, including Glossier, have also signed deals with OpenAI for its Instant Checkout feature, which will initially allow customers in the U.S. to make single-item purchases. Instant Checkout launched with Etsy in late September, and ChatGPT has begun to roll out a few Shopify merchants, including Skims, Vuori and Spanx, an OpenAI spokesperson said.
Target announced a deal last month to allow customers to shop Target’s app within ChatGPT. The beta feature enables shoppers to purchase multiple items in a single transaction, including groceries, and choose if they want delivery or curbside pickup.
On the other hand, Amazon — an online retail behemoth where many shoppers begin their product search — has taken the opposite approach. It has moved to block external AI chatbots, including those developed by OpenAI, Google and Meta, from crawling its website to try to stop them from pulling in product listings as part of their answers.
Amazon has gone a step further by sending a cease-and-desist letter to Perplexity AI to try to prevent users of its AI browser, Comet, from purchasing its items. The startup described Amazon’s legal threat as “bullying.”
Along with their different strategies with outside tech companies, Amazon, Walmart and Target are among the retailers who have built their own AI-powered chatbots in the hopes of reeling in curious shoppers during the holiday season and beyond.
On Walmart’s app, customers are greeted by a yellow smiley-faced agent called Sparky that can answer questions and recommend products. Amazon has a shopping assistant called Rufus. And Target has an AI-powered tool, Target Gift Finder, for the second holiday season in a row.
On Walmart’s earnings call in November, CEO Doug McMillon said agentic AI will be one of the growth drivers for the retailer’s e-commerce business. He said the technology will “help people save time and have more fun shopping.”
Walmart has added other capabilities for Sparky, such as recommended shopping lists for parties. Incoming CEO John Furner also said the assistant will eventually be able to remind customers about items they may want to reorder.
Tracy Poulliot, senior vice president of shopping experiences for Walmart U.S., told CNBC that “customers are really starting to rely on these GenAI assistants to take on more of a problem-solving approach than your traditional item-by-item search experience.”
So far, Target said, thousands of customer have used its Gift Finder, with common searches about sports, beauty and wellness, cooking and apparel gifts. In a statement, the company said it had early insights that the tool was driving higher engagement and larger shopping carts than the year prior.
Prat Vemana, Target’s chief information and product officer, said the retailer is already seeing changes in how customers are looking for items on its website and app. About 25% of its customer searches are descriptive and conversational in phrasing, rather than keyword-based, he said.
How retailers are overhauling digital marketing
Shopping research feature in ChatGPT.
Courtesy: ChatGPT
Since the dawn of online search, SEO has guided online marketing strategies and evolved into a game of stuffing relevant keywords into the back end of product listings to ensure they pop up on Google.
For example, if a shopper was looking for a new green sweater, Googling “green sweater” would bring up a slew of product matches from retailers, with some links appearing higher than others if they were sponsored.
“You pay somebody and you spend money, you get yourself listed on top,” said Shirley Gao, the chief digital and information officer at PacSun. “Now [with AI], there’s no way you can pay anybody. This is very authentic.”
When searching for products on an AI platform, a consumer might write a few sentences, explaining the event they need the product for and sharing their preferences, location, body type and size.
The AI platform then hunts for credible information to ensure it’s a product worth buying. It looks for keywords, but also other data like reviews, credible media reports and information about the item’s materials.
OpenAI’s ChatGPT ranks results based on what best matches the shopper’s request, not based on ads, paid placement or whether a company has a business deal with OpenAI, a spokesperson said. Retailers who are partners with ChatGPT provide OpenAI with direct product feeds, which help make sure listings are more up-to-date. In some cases, they are integrated to allow for Instant Checkout in the chat.
ChatGPT decides how to rank merchants who sell the same product by considering factors including availability, price, quality, whether a merchant is the primary seller and whether Instant Checkout is enabled, the company spokesperson said.
Brands CNBC spoke with said this evolution is forcing them to rethink their entire media, content and e-commerce strategies. SEO still matters — but the information they’re putting on the back end of their websites is evolving.
Gao said her team has been reformatting PacSun’s website so it’s easier for AI platforms to read it, including through new gift and style guide pages. She said those product listings share more details like item specifications and customer feedback.
In an interview with CNBC, Target’s Vemana said the retailer historically tracked how it showed up in customers’ online searches. Now, he said, it wants to make sure it shows up better in AI chatbots’ search results.
To increase visibility, he said, Target is providing richer descriptions of its merchandise, such as listing unique features like sustainable fabrics or explaining how a product fits into a trend or theme.
A shopper at a Target store ahead of Black Friday in Jersey City, New Jersey, US, on Tuesday, Nov. 25, 2025.
Michael Nagle | Bloomberg | Getty Images
Michael Wieder, a Brooklyn-based dad who co-founded baby and toddler goods retailer Lalo, said he and his team have spent time considering the questions people could be putting into AI platforms and ensuring product listings answer them.
For example, instead of keyword stuffing product listings with basic attributes like the material, size and color of the item, his team has been putting in more detailed information like “good for small spaces,” “great for apartment living” or “best gifts for kids under one year old.”
“I’m looking for the best gift for a child that is, you know, this age that lives in this place,” Wieder said in an interview. “We’re taking it a step further in how we construct the infrastructure of our website and the content that lives within our website.”
Ethique Beauty, which sells shampoo and conditioner bars in retailers like Ulta Beauty, Wegmans and Whole Foods, has “completely changed” its approach to search, leading to a 90% increase in traffic from AI platforms in the past six months, CEO Erica Cocilova said in an interview.
“When you’re thinking about what you need as a consumer, your shopping doesn’t necessarily start with products,” Cocilova said. “People are searching for things like, ‘I need scalp health,’ right? Or ‘my scalp is flaky. I’m struggling with oily scalp. My hair is too dry.’ They’re looking for solutions.”
Cocilova and her team combed through the business’s customer service FAQs, talked to shoppers, examined reviews and scoured the internet to get a better idea of what shampoo customers sought. Then, they added more information to product listings, including brand certifications and details about the company’s supply chain.
They also took the biggest questions consumers had — like “how to sleep with curly hair” — and created blog posts answering them.
“Any hair brand could be talking about that, but we talk about it in a way that’s got super dense, rich content and then ties it back to how our products are different and address the needs for curls,” Cocilova said.
The changes have led more shoppers to Ethique’s products through its own website and its partners, and the company has enjoyed a boost in sales. Even so, the shift to optimizing for AI search has required a steep investment in both internal staff and consulting relative to SEO, a cost other businesses have also had to take on as they try to stay relevant.
“What I would say is the return is better, because the person that ends up on your site, or any site, to shop is just that much more educated,” she said. “They’re not getting to your site and having to do as much research, right? They’re there to shop.”
When AI falls short
Though AI platforms are pointing many shoppers in the right direction, not every tool hits the mark. When CNBC asked Target’s Gift Finder for ideas based on personalized scenarios, the chatbot answered with links to gift guides and repeated itself instead of delivering specific product recommendations.
Through a company spokesperson, Target said the chatbot’s results include “a variety of gift recommendation items grouped by category.” He said the company’s tool is learning from the customer interactions and that Target is regularly updating its algorithms
While AI platforms can be effective when people need to do product research or are looking for something highly specific, some consumers prefer the traditional shopping experience.
Diana Tan, a 39-year-old startup founder based in Seattle, asked ChatGPT to help her build a capsule wardrobe earlier this year and provided a slew of information about her body type, preferences and budget. Instead of a curated set of options, she said she was repeatedly served boring basics like black shirts, gray pants and black turtlenecks.
“It just became almost like talking to a demented grandmother, where you’re just constantly trying to remind it, ‘Okay, I really want something that is in this price range. No, this is too expensive. Please stop sending me this,'” Tan said.
“And then they’ll come at me like, ‘Here’s a black turtleneck again.’ Okay. No. Please stop sending me black turtlenecks. I really didn’t want this the first time.”
Ultimately, Tan gave up.
“I think it takes the joy out of shopping,” she said. “So much of shopping is still very much just browsing. … After a while, I’m like, well, you know, it’s actually more fun and more interesting for me to just go to Nordstrom Rack, or, like, anywhere else, and just look for what I actually want.”
Business
‘Crisis worse than two 1970s oil shocks put together’: IEA chief’s big warning on Strait of Hormuz – The Times of India
The ongoing war in the Middle East has triggered an energy crisis for the world and “no country is immune” to its shockwaves, the International Energy Agency (IEA) warned on Monday. Addressing the National Press Club in Australia’s capital, Birol said the current situation has evolved into an unprecedented disruption, combining multiple shocks to oil and gas supplies.“This crisis as things stand is now two oil crises and one gas crash put all together,” he said. He also drew comparisons with the oil shocks of the 1970s and the fallout from Russia’s 2022 invasion of Ukraine.Highlighting the broader economic risks, Birol said, “The global economy is facing a major, major threat today, and I very much hope that this issue will be resolved as soon as possible.”Commenting on the fallout of the energy crisis, Fatih Birol said, “no country will be immune to the effects of this crisis if it continues to go in this direction,” adding, “so there is a need for global efforts.”The conflict has already caused extensive damage to energy infrastructure, with Birol noting that at least forty facilities across nine countries in the region have been “severely or very severely damaged”.“At least forty… energy assets in the region are severely or very severely damaged across nine countries,” he said.The disruption was intensified by the near shutdown of the Strait of Hormuz, a key transit route for roughly one-fifth of global oil and gas shipments. The standoff has deepened as the war entered its fourth week, with Donald Trump and Tehran issuing repeated threats, including Washington’s demand for the reopening of the waterway.Birol identified the reopening of the Strait of Hormuz as the most critical step towards stabilising the situation, while also flagging rising fuel shortages in Asia as a growing concern. Oil markets reflected the strain, with US benchmark crude briefly touching the $100-per-barrel mark early on Monday. As fuel prices continue to rise, he added that there would not be any specific crude level to trigger another release.He added that the agency is currently consulting governments worldwide and remains prepared to release additional oil from emergency reserves if needed, though he clarified that no specific price level would automatically trigger such a move. Meanwhile, US President Donald Trump issued an ultimatum to Iran to reopen the strategically critical Strait of Hormuz within 48 hours, warning of military consequences if it failed to comply. He said, “If Iran doesn’t fully open, without threat, the Strait of Hormuz, within 48 hours from this exact point in time, the United States of America will hit and obliterate their various power plants, starting with the biggest one first! Thank you for your attention to this matter.” In response, Tehran warned, signalling that any attack on its energy infrastructure would prompt retaliation beyond conventional military targets. The message was conveyed by Ebrahim Zolfaghari and carried by Islamic Republic of Iran Broadcasting. He said any strike on Iran’s fuel and energy sector would trigger action against a broader range of targets linked to the United States and its regional allies.Earlier this month, 32 member nations of the IEA agreed to release 400 million barrels of oil from their emergency reserves to the market, to deal with the ongoing energy supply disruption.
Business
MAC entices staff to transform into TikTok live shopping hosts
A major beauty brand is enticing all its UK employees to earn a cut of any sales they drive on TikTok Shop in a bid to cash in on the rapid rise of the influencer-led beauty market.
MAC Cosmetics is kitting out shops with mini studios for its makeup artists to host live shopping shows when it launches on TikTok Shop on April 2.
It says it is the first major beauty brand in the UK to give every member of staff the opportunity to opt in as an affiliate and sell on the social media platform.
Those who become faces of the live channel will be offered a percentage of any sale that they drive on TikTok Shop.
The makeup artists will be encouraged to host tutorials and product demonstrations, with items available to buy directly through the app.
MAC, which is part of the Estee Lauder group of beauty brands, said the first live shopping show will stream from its Carnaby Street store in London.
It is hoping that tapping into social media shoppers will also bring more people into its more than 230 standalone shops and concessions.
TikTok Shop burst onto the UK’s retail scene in 2021 and, in recent years, has become a significant force in the world of e-commerce, reaching millions of people who use the video-sharing app and converting many into shoppers with a few taps.
Many content creators can earn a commission on products that they sell through the app when they co-operate with a brand or retailer.
Major retailers like Marks & Spencer and Sainsbury’s are now selling products on the marketplace alongside thousands of smaller businesses and brands.
The app has particularly been part of a boom for the beauty market, with beauty sales on the platform soaring by 60% year-on-year in 2025, fuelled by trends such as Korean skincare.
But the spread of in-app shopping has also prompted concerns about so-called impulse buying, particularly among younger consumers who are often targeted by influencer-led marketing.
Sara Staniford, the vice president and general manager of MAC in the UK and Ireland, said: “MAC has always been driven by our artists and the communities they create.
“TikTok Shop gives us an exciting new way to celebrate that creativity and connect with beauty lovers in real time.
“It puts our artists exactly where they belong, at the centre of the conversation.”
Business
Privatisation of state enterprises | The Express Tribune
Answer to dilemma is sure-fire sale of bankrupt SOEs in unchaotic and transparent manner
BRUSSELS:
Rule number one is that the role of government is to govern and not run a business. State-owned enterprises (SOEs) have been a huge drain on Pakistan’s fiscal solvency since decades. Staggering losses over the years and the accumulated liabilities absorbed by the national exchequer (read: taxpayers) through subsidies, guarantees and debt have suffocated Pakistan.
Total SOEs’ liabilities have climbed to Rs9.6 trillion, roughly half of the annual federal budget. Unfunded pension obligations alone stand at Rs2 trillion. Out of the Rs13 trillion collected in federal taxes, about Rs2.1 trillion was redirected towards SOEs in 2025 just to keep them afloat. With mounting losses and negative equity of these white elephants, a comprehensive plan for wholesale privatisation of SOEs needs to be developed and, more importantly, implemented on an urgent basis. Yet the current government, like those before it, keep procrastinating the urgent need to privatise these entities.
So, the question to ask is why? The most obvious answer is “retaining control” not for economic rationalisation but for political control. It is the political leadership and state bureaucracy that “throw a monkey wrench” into any plans for privatisation.
Their combined objective is not to increase their economic value but to use them as tools to maintain a patronage system to reward loyalists to SOE boards that exist in name but lack authority, a management that has never run a private business, a bloated employment with excess wages and benefits.
The subordination of economic efficiency to their self-interests inevitably means an incentive to “drag their feet” and/or backtrack on reforms. Bureaucratic inertia and political reluctance, coupled with resistance from vested interests, continues to stall meaningful change, adding to the burden of taxpayers.
The annual report on the federal SOEs (2024-2025) by the Central Monitoring Unit (CMU) in the Ministry of Finance highlights the deep-rooted problems of the public sector to the poor leadership that is unable to run it as a viable commercial enterprise. The CMU recommendations – stronger boards, timely audits, better disclosure and performance-based accountability – are not new.
The CMU fails to understand the nature of business. SOEs cannot function as a sustainable business, any effort to restructure with half measures or cosmetic changes will only give the same results and be an arduous exercise in futility. Private sector businesses with their boards, management and employees are beholden and answerable to their shareholders. Financial health of these companies are annually scrutinised to improve performance and increase economic value.
SOEs on the other hand are beholden and answerable to politicians and bureaucrats, who care less about financial health because it’s not their money on the line, it’s the taxpayers’ money and it is they who “bear the brunt” of these massive losses.
So, what’s the answer to this dilemma? Nothing but a sure-fire sale of these bankrupt SOEs must be done urgently in an unchaotic and transparent manner. Questionable opaque methods of transferring the assets of struggling or bankrupt SOEs to private entities, foreign or domestic, must be avoided. The exit of these SOEs will create opportunities for the private sector to eclipse the state sector as the most important engine of growth, productivity, and job creation in finance, energy, utilities, transport, manufacturing and mining.
Revenues from the privatisation sales will go a long way to help Pakistan’s fiscal quandary, but even more. So the removal of these businesses from Pakistan’s ownership ledgers eases the headache for the government to oversee their operations so that it can focus on governance and utilise a significant portion of public resources on development, education and healthcare rather than keeping these loss-making state entities alive.
The writer is a philanthropist and an economist based in Belgium
-
Tech1 week agoTips and Advice for Buying Used or Refurbished Electronics
-
Business1 week agoUAE savings strategies 2026 explained: Best apps, tools, budget rules and smart money hacks to beat rising cost of living in emirates – The Times of India
-
Politics1 week agoIran threatens US-linked oil facilities after Kharg Island bombed
-
Sports1 week agoJapan suffers shocking collapse to Venezuela in World Baseball Classic
-
Politics1 week agoHow can US get out of Iran war?
-
Entertainment1 week agoStrategic oil stocks to be released ‘immediately’ in Asia and Oceania: IEA
-
Entertainment1 week agoIran at war
-
Entertainment1 week agoMeet one of the last true paparazzi
