HD, DKS, AMZN, TGT, BBY, MLKN: March AI Inflection & Importance Analysis across 88 Consumer Discretionary Names

By David Schick and Jonathan Feeney and David Katzman and Jack Hermann Published on March 31, 2026 PDF

In this March report, we update our ongoing analysis across 88 consumer discretionary (see Figure 1). We calculate both (a) the inflection of AI-driven traffic, and (b) the mix of AI engagement within the context of digital engagement of consumers (a measure of how much of a brand’s traffic is driven by AI platforms). AI platforms are increasingly driving consumer choices (see Figure 9).

Key Callouts: MLKN leads in importance while PVH leads in inflection. PVH, MTN, CBRL, FIVE show high inflections while MLKN, BBY, MTN, AS show high importance. MLKN, W, HD, DKS are brands with negative inflections but higher importance. AMZN continues to show both negative inflection and low importance of AI-driven traffic. In the below charts, we rank AI inflection and importance across 88 names in Retail, Restaurants, Leisure / Travel, Autos, and Apparel.

Categories: All categories have negative inflections (and thus negative inflection * importance). Retail was the least negative (led by TGT, BBY, SIG), followed by Apparel & Golf (AS, PVH, ONON), Leisure, Accommodations, & Travel (MTN, NCLH, RCL), and Automotive (RIVN, GPC, AAP) see Figure 2.

Consumers are increasingly using AI platforms. We note high but decelerating growth since August (see Figure 9). 74% of the age 18-29 cohort use AI “at least several times a week” compared to 46% of the 65+ cohort, according to Pew Research (see Figure 8). We also believe traction in AI can imply other strengths (on trend, marketing, digital capabilities). The opposite may also be true.

Figure 1: Measuring Inflection and Importance of AI Across Consumer

Source: Optimal Advisory analysis, Similarweb

Figure 2: AI Inflection * Importance by Category

Source: Optimal Advisory analysis, Similarweb

Figure 3: Top 10 AI Inflection * Importance

Source: Optimal Advisory analysis, Similarweb

Figure 4: Retailers

Source: Optimal Advisory analysis, Similarweb

Figure 5: Leisure, Accommodations, & Travel

Source: Optimal Advisory analysis, Similarweb

Figure 6: Automotive

Source: Optimal Advisory analysis, Similarweb

Figure 7: Apparel & Golf

Source: Optimal Advisory analysis, Similarweb

Figure 8: Demographics of AI Consumer Use

Source: Pew Research

Figure 9: AI Chatbot & Tools Digital Visits

Source: Optimal Advisory analysis, Similarweb

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