The first four-day-long Prime Day sale, is expected to generate as much spending as two Black Fridays, Adobe reports today, with AI tools and influencers driving growth.

The firm noted that more than half of respondents use generative AI for research, and 47 percent use it for product recommendations.

Buy Now Pay Later (BNPL) usage is expected to see a slight uptick, as budget-conscious consumers seek greater flexibility in managing their spend. During Amazon’s Prime Day event, Adobe expects BNPL to drive between $1.8 billion and $1.9 billion of overall online spend, representing an 8 percent share, up from 7.6 percent last year.