Amazon's AI chatbot, Rufus, significantly boosted sales on Black Friday, with sessions resulting in purchases rising 100% compared to the previous month. Sessions that included Rufus also saw a 75% day-over-day increase in purchases, while those without the chatbot only grew by 35%. Amazon’s total website sessions increased by 20%, but those involving Rufus were up 35%, indicating the chatbot's strong influence on user engagement and purchasing behavior. The broader trend shows increased consumer reliance on AI for holiday shopping. Data from Adobe Analytics revealed an 805% year-over-year increase in AI traffic to U.S. retail sites on Black Friday. Shoppers used AI tools primarily for electronics, video games, and household items. Interestingly, visitors arriving via AI were 38% more likely to make a purchase compared to those from non-AI sources. Despite the record $11.8 billion in Black Friday spending, the contribution of AI remains uncertain. Higher prices, which rose an average of 7%, might explain the spending increase rather than a surge in online shopping. Sensor Tower's data suggests a more cautious consumer approach this year, noting a slowdown in app and website adoption compared to 2024. For instance, while Amazon's mobile app downloads rose 24%, this growth was significantly lower than the previous year's 50% increase.