By: Nahal Garakani

The holidays are coming fast, and shoppers are thinking differently this year. Instead of scrolling through endless product pages, many are turning to AI for inspiration and guidance. From gift ideas to comparison searches, technology is quietly shaping how people discover, decide, and buy.

For small businesses, that shift raises a new question: how soon should you adapt? AI isn’t replacing the shopping experience, it’s reshaping it. And the retailers who learn to blend technology with human connection will be the ones who stand out this season.

According to Salesforce, two in five holiday purchases last year were influenced by AI tools and assistants. That influence is growing, but adoption varies. Many shoppers use AI for discovery, while most still rely on traditional search engines or brand websites to make final decisions.

AI works best as a concierge, not a gimmick. As one Gartner analyst explained, “They’re saying, ‘Hey, I’m trying to find a gift for a dad who’s into these features and I have $20 to spend.’ And in that case, it may make sense to utilize a generative AI tool for that.” From helping customers find the perfect gift to summarizing reviews in plain language, AI should simplify shopping, not complicate it. The goal isn’t to chase trends but to meet real customer needs.

Adoption among retailers remains gradual. Only a small share are using AI to enhance product pages or guide purchasing decisions. The real opportunity isn’t in building flashy tools. It’s in showing up where consumers already are. When shoppers ask ChatGPT or Gemini what’s trending or where to buy, they’re opening a new path to discovery. Retailers who prepare for that shift now will be ready for what’s next.

In the end, it’s not about adopting technology faster, but who uses it best.

Written by: Nahal Garakani