Consumer Discretionary: AI Adoption and Maturity

Retail, autos, leisure, and consumer durables using AI to reshape demand, personalization, and supply chains.

The AIDE Matrix — Consumer Discretionary

Strategic Intent runs along the x-axis and Operational Integration along the y-axis, with bubble size proportional to revenue. Companies fall into four quadrants: Trailblazers (top-right), Stealth Adopters (top-left), Visionaries (bottom-right), and Emerging Adopters (bottom-left). How to read the AIDE Matrix.

AIDE Matrix for the Consumer Discretionary sector

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The AIDE Index measures how comprehensively each S&P 500 company has integrated artificial intelligence across leadership and operations. Companies are positioned within their industry, not across the full S&P 500, so that comparisons reflect peer-group context.

The AIDE Index is built from publicly available evidence using a consistent methodology across the S&P 500. Learn more about our methodology.

How to read your sector score →

Documented public evidence of AI use

How companies in Consumer Discretionary are using AI

Consumer Discretionary companies document AI use in merchandising and assortment, personalization, pricing and promotion, demand forecasting, and customer service. AIDE reads earnings commentary, investor days and product releases where the company describes AI in its own words.

This sector produces evidence on both sides of the line, so AIDE separates AI in what the company sells to shoppers from AI in how it runs stores, sites and supply chains.

The Consumer Discretionary evidence review is complete but still in audit. Patterns, functional areas and examples publish here once they have been checked line by line, so nothing unverified appears in the meantime.

How AIDE documents AI use

Which Consumer Discretionary companies, and where the AI sits

Company-level entries publish here as each sector clears audit. A company is named only when the evidence comes from a source the company itself has published and posted.

How companies are using AI Methodology

Consumer Discretionary companies — full ranking

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Industry:

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1	Amazon	AMZN	Broadline Retail	98.8	Consumer Discretionary AI Trailblazer	97.6	100	100	95.2	100	100
2	eBay Inc.	EBAY	Broadline Retail	86.7	Consumer Discretionary AI Trailblazer	94.3	79.1	98.5	90.2	76.5	81.8
3	DoorDash	DASH	Specialized Consumer Services	80.7	Consumer Discretionary AI Trailblazer	90.4	71.0	84	96.7	64.7	77.3
4	Expedia Group	EXPE	Hotels, Resorts & Cruise Lines	79.9	Consumer Discretionary AI Trailblazer	92.6	67.1	92.8	92.4	70.6	63.6
5	Tesla, Inc.	TSLA	Automobile Manufacturers	78.1	Consumer Discretionary AI Trailblazer	79.3	76.9	86.2	72.4	76.5	77.3
6	General Motors	GM	Automobile Manufacturers	75.4	Consumer Discretionary AI Trailblazer	74.6	76.2	72.7	76.5	70.6	81.8
7	Airbnb	ABNB	Hotels, Resorts & Cruise Lines	72.8	Consumer Discretionary AI Trailblazer	83.7	61.9	67.3	100	64.7	59.1
8	Aptiv	APTV	Automotive Parts & Equipment	72.3	Consumer Discretionary AI Trailblazer	78.7	65.8	77.5	79.9	58.8	72.7
9	Home Depot (The)	HD	Home Improvement Retail	65.2	Consumer Discretionary AI Trailblazer	61.7	68.7	59.2	64.2	64.7	72.7
10	Booking Holdings	BKNG	Hotels, Resorts & Cruise Lines	61.4	Consumer Discretionary AI Trailblazer	60.3	62.6	63.9	56.8	70.6	54.6
11	Hasbro	HAS	Leisure Products	60.9	Consumer Discretionary AI Trailblazer	65.1	56.7	71.1	59.2	58.8	54.6
12	Starbucks	SBUX	Restaurants	60.9	Consumer Discretionary AI Trailblazer	60.5	61.2	73.9	47.1	58.8	63.6
13	Yum! Brands	YUM	Restaurants	58.6	Consumer Discretionary AI Trailblazer	47.8	69.4	45.0	50.6	70.6	68.2
14	Lowe's	LOW	Home Improvement Retail	55.3	Consumer Discretionary AI Trailblazer	43.5	67.1	37.7	49.4	70.6	63.6
15	Best Buy	BBY	Computer & Electronics Retail	52.7	Consumer Discretionary AI Trailblazer	54.0	51.5	48.4	59.6	52.9	50.0
16	Ford Motor Company	F	Automobile Manufacturers	52.1	Consumer Discretionary AI Trailblazer	43.6	60.6	46.6	40.5	52.9	68.2
17	Carvana	CVNA	Automotive Retail	51.4	Consumer Discretionary AI Trailblazer	53.6	49.2	43.1	64.2	52.9	45.5
18	Nike, Inc.	NKE	Apparel, Accessories & Luxury Goods	49.4	Consumer Discretionary AI Trailblazer	42.9	56.0	44.7	41	52.9	59.1
19	Ulta Beauty	ULTA	Other Specialty Retail	49.2	Consumer Discretionary AI Trailblazer	51.5	46.9	50.9	52.0	52.9	40.9
20	Tapestry, Inc.	TPR	Apparel, Accessories & Luxury Goods	47.2	Consumer Discretionary AI Trailblazer	45.1	49.2	40.2	50	52.9	45.5
21	Marriott International	MAR	Hotels, Resorts & Cruise Lines	45.5	Consumer Discretionary AI Visionary	47.1	44.0	38.4	55.8	47.1	40.9
22	Williams-Sonoma, Inc.	WSM	Homefurnishing Retail	45.4	Consumer Discretionary AI Visionary	56.7	34.2	45.2	68.1	41.2	27.3
23	Royal Caribbean Group	RCL	Hotels, Resorts & Cruise Lines	45.1	Consumer Discretionary AI Stealth Adopter	35.8	54.4	27.1	44.5	58.8	50.0
24	McDonald's	MCD	Restaurants	44.2	Consumer Discretionary AI Trailblazer	41.4	46.9	43.2	39.6	52.9	40.9
25	Domino's	DPZ	Restaurants	43.6	Consumer Discretionary AI Stealth Adopter	39.4	47.9	37.7	41.1	41.2	54.6
26	Hilton Worldwide	HLT	Hotels, Resorts & Cruise Lines	43.4	Consumer Discretionary AI Visionary	48.1	38.8	40.9	55.3	41.2	36.4
27	Lennar	LEN	Homebuilding	43.1	Consumer Discretionary AI Stealth Adopter	30.2	56.0	26.7	33.8	52.9	59.1
28	Tractor Supply	TSCO	Other Specialty Retail	41.4	Consumer Discretionary AI Emerging Adopters	37.5	45.3	32.3	42.8	58.8	31.8
29	Lululemon Athletica	LULU	Apparel, Accessories & Luxury Goods	40.7	Consumer Discretionary AI Stealth Adopter	34.4	46.9	35.9	32.9	52.9	40.9
30	Chipotle Mexican Grill	CMG	Restaurants	40.5	Consumer Discretionary AI Emerging Adopters	38.5	42.4	31.4	45.7	52.9	31.8
31	Carnival	CCL	Hotels, Resorts & Cruise Lines	35.6	Consumer Discretionary AI Emerging Adopters	24.9	46.3	12.9	37.0	47.1	45.5
32	Genuine Parts Company	GPC	Distributors	35.5	Consumer Discretionary AI Emerging Adopters	31.0	40.1	32.3	29.6	52.9	27.3
33	Ralph Lauren Corporation	RL	Apparel, Accessories & Luxury Goods	34.9	Consumer Discretionary AI Emerging Adopters	25.2	44.7	19.6	30.9	52.9	36.4
34	Garmin	GRMN	Consumer Electronics	32.6	Consumer Discretionary AI Emerging Adopters	26.5	38.8	43.1	9.9	41.2	36.4
35	MGM Resorts	MGM	Casinos & Gaming	31.5	Consumer Discretionary AI Emerging Adopters	28.2	34.9	21.0	35.4	47.1	22.7
36	AutoZone	AZO	Automotive Retail	26.8	Consumer Discretionary AI Emerging Adopters	12.4	41.1	15.8	9.1	45.9	36.4
37	Deckers Brands	DECK	Footwear	26.2	Consumer Discretionary AI Emerging Adopters	24.7	27.7	32.0	17.4	23.5	31.8
38	Norwegian Cruise Line Holdings	NCLH	Hotels, Resorts & Cruise Lines	26.0	Consumer Discretionary AI Emerging Adopters	16.9	35.2	25.4	8.5	29.4	40.9
39	Wynn Resorts	WYNN	Casinos & Gaming	25.1	Consumer Discretionary AI Emerging Adopters	17.2	33.1	7.2	27.1	38.8	27.3
40	Darden Restaurants	DRI	Restaurants	23.3	Consumer Discretionary AI Emerging Adopters	13.1	33.6	10.2	15.9	35.3	31.8
41	PulteGroup	PHM	Homebuilding	20.8	Consumer Discretionary AI Emerging Adopters	15.5	26.1	17.2	13.8	29.4	22.7
42	Pool Corporation	POOL	Distributors	19.5	Consumer Discretionary AI Emerging Adopters	6.2	32.9	6.5	5.9	29.4	36.4
43	Las Vegas Sands	LVS	Casinos & Gaming	16.1	Consumer Discretionary AI Emerging Adopters	8.1	24.1	16.2	0	11.8	36.4
44	TJX Companies	TJX	Apparel Retail	11.2	Consumer Discretionary AI Emerging Adopters	0	22.5	0	0	17.7	27.3
45	Ross Stores	ROST	Apparel Retail	9.9	Consumer Discretionary AI Emerging Adopters	11.6	8.2	17.2	5.9	11.8	4.5
46	D. R. Horton	DHI	Homebuilding	9.0	Consumer Discretionary AI Emerging Adopters	0	17.9	0	0	17.7	18.2
47	O'Reilly Automotive	ORLY	Automotive Retail	6.9	Consumer Discretionary AI Emerging Adopters	7.0	6.8	14.0	0	0	13.6
48	NVR, Inc.	NVR	Homebuilding	4.3	Consumer Discretionary AI Emerging Adopters	5.6	2.9	5.9	5.4	5.9	0

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Questions about this sector, the AIDE Index, or our methodology?

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Methodology & Data Integrity

The AIDE Index methodology is governed by four foundational commitments.

Independent Sources, Public Data

All inputs derive from publicly available signals: patent databases, annual reports, earnings call transcripts, job postings, corporate sites, LinkedIn, and AI Research Agent queries across news, SEC filings, industry publications, and case studies. No data point requires voluntary disclosure from the assessed company.

Comparability Across the Cohort

Every S&P 500 company is assessed with identical collection protocols, scoring rubrics, and normalization procedures. Cohort-based min-max normalization ensures scores reflect relative positioning, enabling meaningful cross-company and cross-sector comparisons.

Multi-Dimensional Measurement

AI maturity is not a single attribute. The AIDE framework separates what leaders know and communicate (Leadership) from what the organization prioritizes and builds (Company), revealing alignment, or misalignment, between strategic intent and operational reality.

Transparency and Auditability

Every score can be traced from the final AIDE Index back through normalized scores, raw dimension scores, channel-level signals, and individual data points. Multi-LLM cross-validation and human-in-the-loop review provide the audit mechanism for non-deterministic components.

Learn more about the methodology How companies are using AI