Linking AI referrals to sales could help retailers optimize investment

AI-assisted source summary · not independently verified. Content standards

A PYMNTS Intelligence survey shows that retailers are trying to measure AI referrals’ contribution to sales to determine which AI investments are worth increasing. Among surveyed merchants, 37% can identify visits from AI platforms but cannot trace them through to purchases; 80% list AI visibility as a high priority, and 87% have taken steps to improve how their products are displayed on AI platforms. More consistent sales attribution can help evaluate channels, partnership costs and budgets, but AI’s involvement in the shopping journey alone does not prove incremental sales.