作者：斯宾塞·索珀。据Adobe公司称，今年假日购物季人们在网上购买什么，将越来越受到OpenAI的ChatGPT等聊天机器人的影响。
By Spencer Soper What people buy online this holiday shopping season will be increasingly influenced by chatbots such as OpenAI’s ChatGPT, according to Adobe Inc.
该公司周一表示，人工智能辅助的美国零售网站流量将比去年同期增长130%。Adobe表示，使用人工智能作为研究工具的购物者更有可能购买商品，而且每笔交易的支出将高于来自非人工智能渠道的购物者。
AI-assisted traffic to US retail sites will increase 130% from a year ago, the firm said on Monday. Shoppers using artificial intelligence as a research tool are more likely to buy something and will spend more on each transaction than those coming from non-AI channels, Adobe said.
根据Adobe的数据，11月和12月的在线销售额将增长6.7%，达到2751亿美元。Adobe追踪了美国网站超过1万亿次的访问量。这一年度的消费狂潮将为了解机器人辅助购物有朝一日可能如何改变由Alphabet、Meta Platforms和亚马逊主导的4000亿美元数字广告市场提供线索。
Online sales will rise 6.7% to $275.1 billion in November and December, according to Adobe, which tracks more than 1 trillion visits to US websites. The annual spending binge will provide clues about how bot-assisted shopping could one day transform the $400 billion digital advertising market dominated by Alphabet Inc., Meta Platforms Inc. and Amazon.com Inc.
“消费者越来越习惯于与代理进行对话、获取推荐，并从这些对话前往零售网站，”Adobe数字洞察总监维韦克·潘迪亚说。“他们确实在依赖代理为他们做这项研究，并迅速综合结果。”Adobe对人工智能辅助购物的分析聚焦于来自ChatGPT或Anthropic PBC的Claude等独立平台流向零售网站的流量。它不包括从亚马逊或沃尔玛等在线商店开始的聊天机器人搜索，因为这些购物者已经在那里了。
“Consumers are getting much more comfortable having dialogues with an agent, getting recommendations and going to the retail site from those conversations,” said Vivek Pandya, Adobe’s director of digital insights. “They’re really leaning on the agent to do this research for them and synthesize the results quickly.” Adobe’s analysis of AI-assisted shopping focuses on traffic from an independent platform like ChatGPT or Anthropic PBC’s Claude to retail sites. It doesn’t include chatbot searches that start on an online store like Amazon.com or Walmarm because those shoppers are already there.
尽管消费者开始信任机器人来简化他们的产品搜索，但只有一小部分人使用人工智能进行购买。而且，即使人们想使用购物机器人在亚马逊上买东西，他们也做不到，因为该公司已阻止来自Perplexity和Meta的人工智能助手。
While consumers are starting to trust bots to simplify their product searches, only a small fraction are using AI to make a purchase. And even if people wanted to use a shopping bot to buy something on Amazon, they can’t because the company has blocked AI assistants from Perplexity and Meta.
根据Adobe的数据，电子产品和服装仍将是假日期间最大的消费类别，但食品杂货和玩具的支出增长速度将更快。该公司表示，从感恩节到“网络星期一”的五天内，折扣力度最大，届时吸尘器和电子游戏的销售增长将最为迅速。
Electronics and apparel will continue to be the biggest categories during the holidays, but spending on groceries and toys will grow at a faster pace, according to Adobe. The steepest discounts will be offered in the five-day period from Thanksgiving to Cyber Monday, when vacuum cleaners and video games will see the fastest sales growth, the firm said.
潘迪亚（Pandya）表示：“我们正在从高价商品转向日常必需品。”
“We are going beyond big-ticket items to everyday essentials,” Pandya said.