The article discusses the increasing use of AI-powered shopping assistants by major retailers to enhance the online shopping experience during the holiday season. These AI assistants utilize natural language processing and machine learning to understand customer queries, provide personalized recommendations, and offer virtual try-on capabilities. Companies like Amazon, Walmart, and Macy’s are leveraging AI to improve product discovery, streamline checkout processes, and deliver more relevant search results. The AI assistants can also analyze customer data to predict shopping preferences and suggest gift ideas. According to the article, the integration of AI into e-commerce platforms is driving a surge in online holiday sales as consumers seek convenient and personalized shopping experiences. However, concerns are raised about potential privacy issues and the need for transparency regarding the use of customer data by these AI systems.