Meta just dropped a bombshell about India's festive shopping revolution. The company's new study reveals that over 80% of Indian shoppers are using generative AI for gift inspiration and shopping decisions, while Meta's platforms now drive 65% of all festive shopping engagement. This isn't just about social commerce anymore - it's about AI fundamentally changing how 1.4 billion people shop during their biggest spending season.
Meta just rewrote the playbook on festive shopping in India, and the numbers are staggering. The social media giant's newly released "Digital Utsav" study, commissioned through IPSOS, reveals that artificial intelligence has quietly become the backbone of how Indians shop during their most important spending season.
The headline figure tells the whole story: over 80% of Indian festive shoppers now use generative AI to spark gift ideas and discover inspiration. But that's just the beginning of how technology is reshaping commerce in the world's most populous nation.
Meta's platforms have achieved something remarkable - they now drive 65% of all festive season shopping engagement across the entire customer journey. The breakdown shows Meta's dominance at every stage: 49% of discovery happens on their platforms, 44% of evaluation, and 39% of actual purchases. These aren't just browsing numbers - this represents real purchasing power during India's peak spending season.
"The festive season in India is a key moment for businesses, and as consumers become more discerning, brands have to stand out by using technology, creativity, and mobile-first experiences," Arun Srinivas, Managing Director & Country Head at Meta India, told the company's newsroom. "Today, shoppers are turning to AI for inspiration, creators for credibility, and Reels for discovery."
The personalization game has reached a tipping point. According to the study, 77% of festival shoppers say a personalized ad on Meta's platforms directly inspired their purchase. This isn't just correlation - it's proof that AI-powered targeting has cracked the code on Indian consumer behavior.
Reels have emerged as the secret weapon in this transformation. The short-form video format has become especially influential in apparel and fashion categories, where visual discovery drives purchasing decisions. Nearly half of festive shoppers now follow creators or influencers, with two-thirds saying they trust brands that collaborate with credible creators.
The creator economy is no longer just about entertainment - it's become a crucial part of the shopping infrastructure. Over 30% of shoppers rely on creator reviews and buying guides to make confident purchasing decisions, turning influencers into the new salesforce for brands targeting India's festive market.