今年美国假日季，AI或拉动2630亿美元销售，沃尔玛、塔吉特争夺下一代“流量入口”

华尔街见闻2025-12-12

人工智能正在重塑购物体验并推动零售业假日收入激增。据Salesforce预测，AI将在今年假日季推动全球线上销售达到2630亿美元，占所有假日订单的21%。这一趋势促使沃尔玛、塔吉特等零售巨头加速布局AI购物助手，争夺消费者注意力的新入口。 12月12日，据媒体报道，多项调查显示，40%至83%的消费者计划在今年假日季使用AI进行购物。Adobe数据显示，11月1日至12月1日期间，美国零售网站的...

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AI发送停止函，试图阻止其AI浏览器Comet的用户购买亚马逊商品。\n营销策略从SEO向AEO转变\n传统搜索引擎优化（SEO）策略主要侧重于在商品列表的后端植入关键词，但随着人工智能平台的快速发展，零售商正面临调整整体内容与电商战略的压力。\n据OpenAI发言人介绍，ChatGPT等AI平台根据用户查询与商品信息的相关度来呈现结果，排序机制不会受广告投放、付费排名或商业合作影响。这类平台不仅识别关键词，还会综合用户评论、权威媒体报道和产品描述等多元信息进行判断。\n美国婴幼儿用品零售商Lalo的联合创始人Michael Wieder透露，团队正积极研究消费者可能在AI平台上提出的问题，并据此优化产品信息，确保商品列表能够直接、清晰地回应这些潜在疑问。\nAI购物体验仍存改进空间\n尽管AI平台为许多购物者指明了正确方向，但并非每个工具都能准确命中目标。当CNBC询问塔吉特的Gift Finder基于个性化场景提供建议时，该聊天机器人提供的是礼品指南链接和重复内容，而非具体产品推荐。\n一些消费者反映AI购物体验仍有不足。西雅图创业公司创始人Diana Tan今年早些时候要求ChatGPT帮助她建立胶囊衣橱，提供了关于体型、偏好和预算的大量信息。但她得到的不是精选选项，而是重复的基础款，如黑色衬衫、灰色裤子和黑色高领毛衣，最终她放弃了使用AI购物。Tan称：\n\n\"这就像和一个老年痴呆的祖母交谈，你不断提醒它，'好吧，我真的想要这个价格范围内的东西。不，这太贵了，请不要再给我发这个了。'\"","kind":"highlight","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"1","news_tag":"economic","news_rank":0,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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