How AI Assistants Are Driving Sales for 6 Big Retailers

Walmart CEO John Furner said customers using its AI assistant Sparky have an average order value 35% higher than non-users, and Sensor Tower data shows 44% of Amazon app sessions using Alexa for Shopping resulted in a sale in July, up from 34% with the former assistant Rufus in July 2025, as big retailers build AI assistants to boost sales.

Less than a year after ChatGPT threatened to wipe out ecommerce https://www.adweek.com/commerce/openais-chatgpt-is-making-a-big-change-to-its-commerce-strategy/ , big retailers are building their own AI assistants that help shoppers find, compare, and buy products. While these tools are still nascent, retailers are seeing initial success, suggesting that AI search is driving bigger orders than traditional search. In May, Walmart CEO John Furner noted https://www.adweek.com/commerce/walmarts-ad-growth-holds-steady-up-37-in-q1/ that customers who use its AI assistant, Sparky, have an average order value 35% higher than customers who don’t. Similarly, 44% of app sessions in July that used Amazon’s AI assistant, Alexa for Shopping, resulted in a sale, according to data from Sensor Tower—up from 34% in July 2025 using Amazon’s former AI assistant, Rufus https://www.adweek.com/commerce/amazons-souped-up-ai-rebrand-with-alexa-reveals-its-advertising-growth-plans/ . UNLOCK FULL ACCESS Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve. VIEW ALL SUBSCRIPTION OPTIONS /subscription/