BBY, MAR, AZO Callouts: Analyzing AI Traction & Growth across 110 Retailers, Brands, Travel, and Autos in July

Summary: (1) BBY, MAR, HD, MLKN are the highest measured names in AI importance, see Fig 1; (2) AI inflections are positive across all four categories (Travel, Autos, Retail, Apparel), see Fig 2; (3) MAR, AZO, TSCO show the highest combination of importance of AI traffic with inflection, see Fig 3; (4) Overall AI & Chatbot traffic has declined from April peaks although is still up sharply y/y, see Fig 9.

In this July report, we update our analysis across 110 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