Back-To-School Shoppers Are Not Ignoring AI

A new report from Adobe found that consumers are increasingly incorporating generative AI into their back-to-school shopping journey rather than replacing traditional search or retail websites. Shoppers are using AI to compare products, research deals, build shopping lists and discover recommendations, with many saying AI helps them shop more efficiently and confidently. The findings suggest AI is evolving into a practical planning tool that influences purchase decisions alongside other digital resources.

As AI becomes part of the shopping process, retailers, office supply stores, electronics dealers, apparel brands and other back-to-school advertisers have an opportunity to ensure their products are discoverable across both AI-powered and traditional channels. Businesses that provide clear product information, value-focused messaging and omnichannel marketing will be better positioned to reach consumers wherever they begin their search.