IBA：2025年当AI引导购物旅程时-人工智能驱动商业时代下营销人员的机会报告（英文版）

As digital shopping is being redefined by intelligent assistance, we’re witnessing a fundamental shift in how consumers evaluate and make purchase decisions. AI is not just changing commerce - it’s powering the next wave of growth. Consumers are increasingly turning to AI tools to guide their shopping journeys, from discovery and research to product comparison and purchase. Nearly 40% of U.S. consumers now use AI when shopping 1 , and this holiday season alone AI is expected to influence over