Analyzing AI Impact across 111 Retailers, Restaurants, Brands, Travel, and Autos in August – MAR, BBY, HD Callouts

Summary: (1) MAR, BBY, MLKN, HD are highest measured names in AI impact, see Fig 1; (2) AI inflections are positive across all four categories (Travel, Autos, Retail, Apparel), see Fig 2; (3) MAR, MLKN, PAG are highest combination of importance of AI traffic with inflection, see Fig 3; (4) Overall AI & Chatbot traffic is stable but y/y growth continues to decelerate (latest month is 1.8B visits, up 35% Y/Y), see Fig 9. In this August report, we update our analysis across 111 consumer names (see Figure 1). We calculate both (a) the relative inflection of AI-driven traffic (visits to a website driven by AI platforms) and (b) the importance 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). These AI platforms are increasingly driving consumer choices (see Figure 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