IA attendees become allies to give wings to sales during the Christmas campaign

Salesforce, world leader in CRM and in business solutions, presents its global forecasts for the next Christmas campaign, based on data from more than 1.5 billion consumers worldwide.

The results reveal that artificial intelligence and digital agents will boost the 21% of online orders At this time, which means 263,000 million dollars in sales. A notable increase with respect to the previous year that highlights the speed with which consumers are integrating IA attendees as Chat GPT and Gemini in their purchase processes. In fact, traffic from assistants of AI grew 119% Interanual In the first half of 2025, with conversion rates up to 7 times higher than those of social networks.

Report data shows that the 17% of consumers He has used an AI assistant or a LLM -based search engine in the last year to search for products. On the other hand, the confidence in these recommendations of AI has shot, since the 86% of users trust themcompared to 46% in May of this year.

These results confirm that adapting product catalogs, promotions and digital communication to new experiences of generative search It will be decisive for brands, also opening an important growth opportunity. The generative search is already outlined as an emerging product discovery channel, which expands and transforms the land that has been marked by SEO for years

Main trends that will mark the next Christmas season:

• The growth engine: LLM -based search engines and digital agents are consolidated as the new discovery and purchase channel, with 86% of users by trusting their recommendations.
• More conscious consumer with sustainability and savings: The second -hand sales market will reach 64,000 million dollars, with 46% of buyers willing to give reused products.
• The physical store is still key: especially among the young public since, despite being a digital generation, 3 out of 4 consumers of the Z generation will attend physical establishments on dates like Black Friday, spending three times more in physical store than online.
• Less promotions, more brand experience: According to forecasts, retail will reduce 2% purchases with promotional codes, given the increase in logistics costs, prioritizing a coherent brand experience in all channels.

“We are facing a structural change in the way of discovering and buying products”states Enrique MazónRegional Vice President Commerce Cloud Iberia. “The brands that know how to optimize their presence in generative search environments will be in a better position to connect with a new generation of omnichannel consumers.”

The study also underlines that the use of digital agents will make customer service more effective. According to Salesforce’s forecasts, the use of AI agents for customer service will grow 39% this season, reducing customer interactions by 2.5% and releasing human equipment for more value consultations.