As AI-powered shopping tools rise, U.S. retailers adapt their online strategies to capture more visibility. Projected U.S. online sales for the holiday season are US$253 billion, largely driven by traditional searches and ads. Evertune.ai CEO Brian Stempeck notes brands are increasing content production from a few articles monthly to hundreds. While AI traffic remains below 1%, interactions lead to higher purchase intent, prompting retailers to optimize for chatbots and enhance social media engagement.