The article discusses the rise of AI-driven traffic in ecommerce during the 2025 holiday season, highlighting a significant increase but noting it still represents a small fraction of overall sales. It emphasizes that while AI is influencing shopping behavior, especially in research-heavy categories, merchants need to adapt their strategies to optimize product discovery and maintain accurate data for AI systems.

A 90-day A/B testing kickstart plan is outlined for ecommerce brands looking to enhance their testing efforts and achieve better results. The plan includes strategies for improving collaboration, identifying bottlenecks, conducting conversion research, and leveraging AI, alongside regular reviews and training to foster a culture of continuous improvement. By the end of the period, businesses should celebrate their progress and consider hiring dedicated A/B testing managers for ongoing success.