Findings reveal how AI-driven discovery is reshaping shopping behavior and the economics of online search
As artificial intelligence becomes embedded earlier in the shopping journey, consumers are increasingly relying on AI tools to research, compare, and make purchase decisions. According to a new study from Search.com, nearly 60% of U.S. shoppers say they would consider using AI tools for holiday shopping, signaling a shift toward AI-driven discovery during high-intent retail moments.
The Search.com Valentine’s Day and Presidents Day Online Shopping Behavior Study, based on a survey of 2,000 U.S. shoppers, shows that AI and Gen AI tools are moving from experimentation to habit, becoming a trusted layer alongside traditional search engines and retailer websites. At the same time, the data highlights persistent challenges around choice overload, trust, and attribution that continue to shape the online shopping experience.
AI-powered shopping is becoming a core part of product research
The use of Gen AI tools for shopping is now widespread. 70% of respondents stated that they have used Gen AI (e.g., ChatGPT, Bing Chat, Gemini, Search.com) to compare prices of products across multiple retailers before buying. Nearly half (47%) say AI-generated shopping recommendations are more helpful than traditional search results.
These findings suggest consumers are turning to AI to reduce friction and speed up decision-making as product discovery becomes more complex.
Read More: SalesTechStar Interview With Matt Quarles, Chief Revenue Officer, Tiugo Technologies
Decision overload continues to derail purchases
Despite the rise of AI, shoppers are still struggling with too many options. 78% of respondents say they have abandoned a holiday purchase because the number of options or search results was overwhelming and made it difficult to decide.
The data points to a growing gap between access to information and the ability to confidently act on it, particularly during time-sensitive shopping moments.
Read More: Salestech for Network-Led Growth: Turning Internal Relationships into Pipeline
Shopping behavior shifts by holiday and discovery channel
The study also reveals differences in how shoppers approach Valentine’s Day and Presidents Day purchases. 42% of shoppers begin researching Valentine’s Day purchases two to three weeks in advance. 55% begin researching Presidents Day purchases within two weeks of the holiday, while 37% say they do not actively follow Presidents Day sales.
Discovery channels also vary by occasion. Nearly 40% of shoppers start Valentine’s Day research on retailer websites, while Presidents Day shopping relies more heavily on search engines (e.g., Google, Bing) and deal sites.
“What this data shows is not just a change in shopping behavior, but a breakdown in how value flows across the internet,” said Melissa Anderson, President of Search.com. “AI has accelerated discovery, but without attribution or intent, it creates friction for consumers and inefficiency for businesses. Search.com is focused on rebuilding that value exchange so AI-driven discovery works for shoppers, brands, and publishers alike.”
