AI assistants reshape back-to-school shopping, previewing holiday shift

Back-to-school season is serving as an early indicator of how AI may reshape consumer shopping behavior ahead of the holidays. Walmart's earnings show the growing importance of retail media, with its ad business growing significantly faster than overall revenue. The company is positioning itself to own not just where consumers buy, but where they discover products.

Tinuiti's data reveals a notable shift: AI tools are moving from experimentation to practical use in the shopping journey. The finding that 48% of U.S. adults trust AI to recommend products suggests these tools are becoming credible sources of purchase advice. This creates a new influence point before consumers reach traditional retailer ecosystems like Walmart or Amazon.

The shopping journey is already fragmented across social media, stores, and online platforms. AI adds another layer, potentially restructuring how consumers narrow their choices. While retailers still own the checkout, the consideration process may increasingly happen elsewhere. Price remains the dominant factor, but the path to finding the best price is changing. The holiday season will test whether these trends hold at larger scale.