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( NewsNation ) — Forget lining up at the crack of dawn: Black Friday is increasingly moving online, and shoppers are using AI to hunt down deals.

AI-driven traffic to U.S. retail sites jumped 770% year over year in November, Adobe Analytics data shows . The surge coincided with a record $11.8 billion in online spending on Black Friday, up 9.1% from last year.

“Gift giving can be stressful, and LLMs (large language models) make the discovery process feel quicker and more guided,” Suzy Davidkhanian, an analyst at eMarketer, told Reuters .

More than 40% of consumers are already using AI tools to help them shop, accordin

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