Gingerbread Holding Six Seven Bruh Christmas Costume Shirt
As AI platforms roll out commerce-focused updates in quick succession, early data suggests their simplified buying journey is driving up adoption. Direct referrals from AI engines such as ChatGPT and Perplexity to leading e-commerce brands were up 752% in October 2025 compared with the same time last year, according to an analysis of 2,000 e-commerce brands by SEO platform BrightEdge. Yet they still make up less than 1% of organic e-commerce traffic, according to the same analysis, while ordinary Google search still drives 87.6% of all organic search traffic to e-commerce brand websites. “Google is doing a really good job of getting the consumer to almost naturally engage with AI without realising it.”Gingerbread Holding Six Seven Bruh Christmas Costume Shirt
Marketing experts point out that in the run-up to the holiday season, even ordinary search is getting the AI treatment: Google has been quietly accelerating its rollout of shopping-focused AI features within its regular search. AI overviews for Google searches relating to apparel have increased 104% since November last year, according to BrightEdge’s research, and BrightEdge CEO Jim Yu tells Vogue Business that it’s rolled out a number of new features that are particularly helpful for the apparel category. “In the US, where I live, they’ve begun to blend new kinds of formats when I search with a shopping intent,” Yu says. “Now, when I search for a holiday dress within regular Google Search, they’re making it more of an integrated shopping experience and prompting me to engage with their AI as I’m shopping from the get-go, taking me almost into a ChatGPT-like experience within normal Google Search.”
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