BBY, DKS, HD, WMT, RH, LOW Callouts: Analyzing AI Traction & Growth across 109 Retailers, Brands, Travel, and Autos in June

In this June report, we update our work across 109 consumer names. We analyze both (a) the relative inflection of AI-driven engagement and (b) the weight of AI engagement within the mix of engagement of consumers (a measure of how much of a brand’s traffic is driven by AI platforms). These AI platforms are increasingly driving consumer choices. This is, in a sense, a lead indicator to a lead indicator.

Summary: (1) BBY, DKS, HD, WMT are highest measured names in AI importance, see Fig 1; (2) RH, DKS, LOW are highest combination of importance of AI traffic with inflection, see Fig 2; (3) AI inflections are positive across all four categories (Travel, Autos, Retail, Apparel), see Fig 3; (4) Overall AI & Chatbot traffic continues to grow y/y but declined slightly m/m, see Fig 9.

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