Within my family, I’m known as the “AI Guy” so naturally, my sister-in-law excitedly told me how she took a photo of her living room, uploaded it to ChatGPT, and saw a photorealistic rendering of her room with specific couches from Kohl’s and Wayfair that she could buy.

While many businesses are encouraging employees to use AI more, they are forgetting that AI doesn’t just affect productivity; it’s also changing how we shop. Had my sister-in-law searched for “mocha leather couch,” she would have seen a laundry list of options in a Google search; however, she only saw two options through ChatGPT, and this new way of shopping is having a widespread impact on businesses.

According to Adobe research, AI-driven referrals to U.S. retail websites increased more than tenfold from July 2024 to Fe

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