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The Emergence of AI in Consumer Trust

As Black Friday 2025 approaches, a new study from Optimizely reveals a significant shift in how consumers interact with online shopping, notably through artificial intelligence (AI). The research indicates that over 42% of consumers express trust in AI-generated summaries without checking the specific website, marking a transformative change in the shopping landscape.

Revolutionizing the Shopping Experience

In a world where digital interactions are constantly evolving, consumers are increasingly leaning on AI technologies, like ChatGPT and Gemini, to guide their purchasing decisions. Optimizely’s report, titled "AI: The Click-less Customer," highlights findings from a survey of over 1,300 consumers and corroborating data from marketing leaders that illustrate this trend.

Half of those surveyed, specifically 52%, reported frequently using AI to conduct product research before making purchases. This trend indicates that AI platforms are becoming pivotal entry points for consumers into the retail space. Tara Corey, Senior Vice President of Marketing at Optimizely, emphasizes this point: “The moment a shopper decides to learn more, they expect instant clarity, trust, and speed. If you're not visible or ready in that moment, someone else is.”

Consumer Behavior Trends

While 66% of consumers still initiate their shopping via traditional search engines, there is a notable increase in those starting their journey through AI platforms, with 14% now relying on tools like ChatGPT and Gemini. This generational divide also reveals that younger shoppers, particularly those aged 18-44, are three to four times more likely to utilize AI daily for product and service research compared to their older counterparts.

Additionally, 31% of consumers indicated a higher level of trust in AI-generated product summaries coming from brands they are familiar with. This highlights the importance for brands to maintain a clear, trustworthy presence not only on their website but across AI-generated content.

The Pressure on Brands

Optimizely’s data from Black Friday 2024 indicates a staggering 65% increase in website traffic for brands utilizing their platform during peak shopping periods. Furthermore, websites maintained an impressive 99.98% uptime with rapid response times, a critical factor during the shopping frenzy. These performance metrics illustrate the immense pressure on brands to deliver seamless digital experiences, especially since consumers are increasingly directed to them through AI instead of traditional search engines.

Despite knowing the stakes, only 10% of marketers currently leverage AI for personalization in their strategies, while 44% depend on experimentation for revenue growth. With a significant gap between consumer expectations and brand preparedness, this holiday season poses a defining challenge. Marketers are urged to recalibrate their approach as they acknowledge that discoverability is now governed by AI, not just traditional search engines.

Generative Engine Optimization (GEO)

As this trend continues to evolve, the concept of Generative Engine Optimization (GEO) is becoming crucial. GEO focuses on ensuring that brands are effectively represented in AI-generated responses rather than merely optimizing for search rankings. According to Corey, “Black Friday has always been a test of performance. Now it’s a test of discoverability.” The brands best able to navigate and harness AI for consumer engagement will ultimately emerge victorious in this new landscape.

In summary, as the holiday shopping season unfolds and consumer behaviors change dramatically due to an increased reliance on AI, brands must act swiftly. It's no longer sufficient to just appear at the top of search results – they must also ensure visibility on AI platforms that are defining the new shopping experience.

To explore more about this pivotal shift in consumer interaction, read the full report available at Optimizely's official site.