Ecommerce brands plan to direct 63 cents of every new marketing dollar toward artificial intelligence and cashback apps, according to a study released Tuesday by Northwestern University's Retail Analytics Council and Minty. The findings, presented at eMarketer's "The Future Of Digital Summit," signal a reallocation of budget away from channels that prioritize brand messaging toward those that help consumers save money.
Inflation is driving the shift. Shoppers are turning to AI tools for deal-seeking at scale: 49% use AI to find lower prices, 46% to discover promotions and deals, and 41% to compare alternatives. Smaller but significant shares use AI for personalized recommendations (33%), identifying substitute products (25%), and verifying whether a deal is legitimate (21%).
"This isn't marketers tweaking a line item," said Frank Dudley, associate director of the Retail Analytics Council at Northwestern University. "They're responding to a fundamental shift in how products are discovered and chosen. As consumers increasingly rely on AI to compare prices, evaluate alternatives, and maximize value, brands are reallocating investment toward the channels and capabilities that influence those decisions."
Where the holiday budget is going
The investment data mirrors consumer behavior closely. For the upcoming holiday season, 57% of brands plan to increase budget share for cashback and savings apps, while 51% are boosting loyalty programs. AI commerce optimization follows at 45%. Traditional paid channels lag: paid social sits at 35%, retail media at 29%, and paid search at 28%. Creator marketing and connected TV bring up the rear at 19% and 13% respectively.
The study puts it bluntly: "Channels that help consumers save are taking share from channels that only help brands speak." For marketing leaders deciding where to allocate resources, the message is that utility now outperforms reach alone.
What the 2027 shopping gateway looks like
Marketers expect the landscape to tilt further. By 2027, 43% believe AI and savings ecosystems will become the primary shopping gateway. Another 23% predict AI alone will dominate. Search and social are projected to hold 18% and 13% respectively. Creators fare worst: just 4% of marketers see them as the primary gateway.
Email's role remains an open question. The channel could gain ground within loyalty programs, where 51% of brands are increasing spend. But the study does not break out email-specific data, leaving specialists to watch for follow-up research.
Why this matters for marketing professionals
Budget decisions are following consumer behavior, not brand preference. For AI Marketing Leadership Courses and team-level training, the implication is clear: marketers who understand AI-driven deal discovery and savings ecosystems will be positioned to defend their budgets. The shift is not theoretical - 63 cents of every new dollar is already moving. Teams that cannot connect their work to price comparison, promotion discovery, or loyalty mechanics risk losing share to channels that can. For those building skills in campaign optimization and consumer insight analysis, AI for Marketing Courses offer practical grounding in the capabilities brands are now funding.
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