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.”
Revelyst operates brands including:
- Bell
- Blackhawk
- Blackburn
- Bushnell
- Bushnell Golf
- CamelBak (No. 1,212 in the Top 2000 Database)
- Camp Chef (No. 965 in the Top 2000)
- Foresight Sports
- Fox Racing
- Giro
- Primos
- Quietkat
- Simms
- Stone Glacier
The Top 2000 Database ranks North America’s largest online retailers by their annual ecommerce sales.
Camp Chef is also No. 571 in Digital Commerce 360’s new AI Rankings. That set of rankings is available in the Top 1000 Pro with AI Database.
AI discovery trends among Revelyst brands
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. The AI responses to their queries are leading them directly to product detail pages (PDPs) rather than homepages.
Such AI tools are helping consumers to complete the top-of-funnel product discovery, she said. That refers to the earliest stage of a consumer learning about a brand or its products.
“They’re ready to convert,” Huddleston said. “We’re seeing that they’ve done that homework and they’re ready to make that purchase.”
What consumers are using AI to understand about products
The rates of AI referrals to Revelyst brand sites are comparable to one another. AI traffic referrals are increasing among Revelyst brands, but they’re still small, according to Huddleston. She noted that “many other channels” are driving the majority of her brands’ traffic.
“I think the reason why it’s still small is because the discovery phase for the consumer, for our products, is not a short window,” Huddleston explained. “It’s not like someone’s deciding: Hey, I need a replacement of something — which is a quick purchase.”
Instead, it’s often a long-term investment, she said. Huddleston gave the example that a consumer shopping for a power sports helmet could be looking at a price range of $400 to $900 — “a sizable investment.”
That type of purchase often requires more research than smaller-ticket items. As a result, consumers are asking more questions about products to decide if they’re worth the price. Huddleston said Revelyst uses those questions to determine how it can improve its PDPs.
Another example was of a consumer asking about pads inside of a helmet and how speakers factored in.
“We would not have known that that was a feature that we need to call out and be able to make sure was searchable across the product unless we had been watching and seeing what type of conversations were happening inside the space,” Huddleston said.
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