Revelyst, which operates more than a dozen brands for outdoor recreation and related gear, has seen a rise in artificial intelligence-driven product discovery in 2026 — and it’s working to uncover what consumers are using AI platforms to understand about its products.

Consumers are learning more about Revelyst’s products outside of its brand sites, according to Tari Huddleston, global vice president of digital and ecommerce. Consumers are engaging with various AI tools — which can include ChatGPT, Claude and Perplexity — to understand Revelyst products’ features and specifications.

“We’re seeing what the questions are that are being asked around our brand,” Huddleston told Digital Commerce 360. “Either their features or questions about the technology, the innovation that’s inside it. We’re watching that and seeing how that has changed. It’s not all transactional based anymore.”

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Although Huddleston did not share specific metrics regarding AI referral traffic, she noted that her brands have seen comparable trends to other retailers Digital Commerce 360 has spoken with.

That is, retailers in early 2026 have seen about 1% to 3% of website traffic come from AI referrals. In the second half of 2026, that has risen to about 4% to 7%, but certainly less than 10% for those retailers.

Within that AI traffic subset, Huddleston noted, consumers shopping Revelyst brands are adding products to their carts more than their counterparts.

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