Adobe forecasts increased influence of ChatGPT on holiday shopping
Summary
During this holiday shopping season, consumer purchasing decisions will be increasingly influenced by chatbots like OpenAI’s ChatGPT, as highlighted by Adobe. Retailers are adapting to this trend by integrating AI agents into the shopping experience, recognizing that shoppers are increasingly turning to these tools for research and recommendations. Additionally, individuals using AI for online shopping have reported feeling more confident in their purchases, which could lead to a decrease in product returns.
Analysis
Adobe: Adobe provides creative, marketing, and analytics software used by businesses for digital experiences. On September 28, 2026, the company released its annual U.S. holiday shopping forecast highlighting the growing role of AI in retail. Adobe's report specifically notes the rising influence of chatbots like ChatGPT on online buying behavior this season. OpenAI: OpenAI develops advanced AI models including the ChatGPT chatbot. The company has released GPT-6 series models in September 2026 focused on enhanced intelligence and everyday applications. OpenAI's ChatGPT is cited in Adobe's holiday forecast as a key chatbot influencing consumer product research and purchases online. Consumer Behavior: Individuals using AI tools for online shopping report greater confidence in their purchases and a reduced likelihood of returns. AI Shopping Trends: Retailers are preparing for greater integration of AI agents into the consumer decision-making process as shoppers turn to chatbots for research and recommendations.
Categories
aitech
Related sources
- https://www.customerexperiencedive.com/news/consumer-ai-use-boon-holidays-ai-traffic-doubles/831432/
- https://www.reuters.com/technology/openai/
- https://www.bloomberg.com/news/articles/2026-09-28/ai-assisted-shopping-to-rise-130-during-holidays-adobe-says
- https://www.retailbiz.com.au/technology/adobe-retailers-must-prepare-for-the-rise-of-ai-powered-shopping-agents/
- https://www.ventureatlas.org/company/openai
- https://www.usnews.com/news/business/articles/2026-09-25/openai-says-its-models-engaged-with-us-government-websites-in-new-model-misbehavior-disclosure
- https://news.adobe.com/news/2026/06/adobe-introduces-genstudio-for-commerce.html
- https://openai.com/research/index/release/
- https://www.investing.com/news/stock-market-news/adobe-sees-aidriven-retail-traffic-surging-as-paid-search-growth-slows-93CH-4920381
- https://www.adobe.com/investor-relations/investor-news.html
- https://news.adobe.com/news/2026/09/adobe-us-holiday-shopping-season-to-hit-record.html
- https://business.adobe.com/resources/holiday-shopping-report.html
- https://www.theguardian.com/technology/openai
- https://www.digitalcommerce360.com/2026/06/17/adobe-ai-referred-traffic-to-retail-sites-doubles-in-a-year/