According to a study by Sapio Research in partnership with Shopify, holiday shoppers are increasingly turning to AI tools for assistance in their shopping endeavours. Over two-thirds of respondents believe AI will make it easier to discover new products and brands, while 74% expect AI to help them find deals and special offers. Additionally, 67% anticipate AI providing recommendations based on their past purchases. Shoppers view AI as a positive brand attribute, with 39% more likely to buy from brands incorporating AI into the shopping experience and one in five showing loyalty to brands using embedded AI. The study also highlights a growing interest in social shopping, with a significant number of consumers considering shopping directly from platforms like Instagram, Facebook, and TikTok, which leverage advanced AI models to enhance the shopping experience.