For years, shoppers have relied on search engines and reviews to find the best deals online. But with the rise of generative AI, the way people search for, compare, and decide what to buy is evolving faster than ever, and Prime Day 2025 is the clearest sign yet that this shift is here to stay. Retailers who adapt to this stand to gain more than just a short-term seasonal sales boost; they position themselves to win customer trust and repeat business.

Running from July 8 to July 11, this year’s Prime Day spans a full 96 hours of exclusive deals for Prime members, covering more than 35 product categories and some of the world’s biggest brands. According to Adobe Analytics, U.S. retailers are projected to generate an incredible $23.8 billion in online sales—a 28.4% jump from last year’s numbers.

That's not all. Adobe predicts this single event could match the revenue of two Black Fridays combined, showing how powerful limited-time, digital-first shopping events have become.

Customers are adopting GenAI shopping tools rapidly, with mobile shopping leading the way with 52.5% transactions. Adobe projects a staggering 3,200% year-over-year surge in traffic from AI-powered sources like ChatGPT, and virtual assistants—a clear signal that shoppers want help filtering through the noise to find the best deals, faster.

Tapping into this surge of GenAI-driven shopping enthusiasm, Best Buy is also running its own “Black Friday in July” sale, emerging as Amazon’s toughest Prime Day competitor in key categories and adding to the overall spike in e-commerce sales and shopper excitement this season.

Another survey by Adobe shows how deeply GenAI is becoming part of the buying journey: 55% of shoppers now rely on AI for product research, 47% trust AI for personalized recommendations, and 43% use AI to uncover hidden discounts.

More notably, 92% say AI has improved their shopping experience overall, and 87% are more comfortable letting AI guide them on high-end products. This is proof that GenAI isn’t just for small add-ons but real, pocket-heavy purchases.

Finding and Suggesting the Best Offers

Customers’ growing dependency on GenAI  is a signal for brands to elevate their customer engagement strategy. Genie, RESUL’s proprietary GenAI engine, was built for this. Genie helps brands tap into real-time signals to predict what shoppers want next and deliver the best possible offer before they even think to search elsewhere. It turns the usual “hunt for a deal” into an experience that feels relevant and personalized at every step.

While GenAI assistants help shoppers instantly compare thousands of offers and craft customized shopping lists, Genie goes the extra mile by helping brands stay ahead and trigger those offers through the channels shoppers trust most—a push notification when they’re browsing late at night, a personalized email before they check out, an in-store beacon alert while they shop, or even a simple “Alexa, what’s the best deal on…?” moment.

Smarter Segmentation and Targeting with GenAI

Offering great deals is only half the equation; making sure they land with the right audience is what turns Prime Day from a short-lived sales spike into a long-term growth opportunity.

This is where advanced GenAI-driven segmentation comes in and where Genie stands out.

Genie enables brands to segment audiences automatically with real-time precision. Whether someone is a first-time visitor browsing on mobile, a loyal repeat customer with specific category interests, or a bargain hunter searching for flash deals, Genie identifies those data signals, consolidates them, and segments shoppers for instant impact.

From there, Genie can suggest hyper-personalized content for each audience, always true to the brand’s style guidelines, and delivers it through the best-performing channels.

With Genie and other capabilities of RESUL, brands can quickly adapt to the high-speed nature of Prime Day deals by adjusting segments, refining offers, and updating messaging in real-time, keeping marketing communications relevant from the first click to final purchase.

By connecting online and offline touch points through RESUL’s broader retail vertical, SHOP, brands can create true “phygital” journeys that convert Prime Day deal hunters into repeat buyers. SHOP integrates seamlessly with legacy tools and modern IoT channels, giving retailers the flexibility to personalize at scale and optimize every interaction, whether online or in-store.

Prime Day is just the start. As shoppers lean more heavily on GenAI, brands that rely on generic price cuts and one-size-fits-all promotions will struggle to keep up. But those who put GenAI—and tools like Genie and SHOP—at the centre of their engagement strategy will set the new standard for how people expect to shop tomorrow.

Explore how our solutions can help you leverage the momentum and turn it into action and long-term growth for your brand.