Consumer Discretionary AI Adoption Tracker
Track AI adoption across 53 major consumer discretionary companies. Updated every 2-3 weeks from public sources.
Industry Summary
53
Companies tracked
3.4
Avg Maturity Index
3.5
Avg Adoption
3.3
Avg Proficiency
3.5
Avg Impact
Maturity Distribution
Density Distribution
% of consumer discretionary companies at each maturity level
Maturity Threshold
% of companies at each level or above
AI Maturity Leaderboard
| Rank | Company | Maturity Index | Stage | Adoption | Proficiency | Impact |
|---|---|---|---|---|---|---|
| 1 | DoorDash | 5.0 | Transformer | 5 | 5 | 5 |
| 2 | Mohawk Industries | 4.4 | Leader | 4 | 4 | 5 |
| 3 | Royal Caribbean Group | 4.4 | Leader | 4 | 4 | 5 |
| 4 | Hilton Worldwide | 4.1 | Leader | 4 | 3 | 5 |
| 5 | Amazon | 4.0 | Leader | 4 | 4 | 4 |
| 6 | Aptiv | 4.0 | Leader | 4 | 4 | 4 |
| 7 | Best Buy | 4.0 | Leader | 4 | 4 | 4 |
| 8 | Booking Holdings | 4.0 | Leader | 4 | 4 | 4 |
| 9 | Booking Holdings | 4.0 | Leader | 4 | 4 | 4 |
| 10 | CarMax | 4.0 | Leader | 4 | 4 | 4 |
| 11 | Chipotle Mexican Grill | 4.0 | Leader | 4 | 4 | 4 |
| 12 | Dominos | 4.0 | Leader | 4 | 4 | 4 |
| 13 | Expedia Group | 4.0 | Leader | 4 | 4 | 4 |
| 14 | Ford Motor Company | 4.0 | Leader | 4 | 4 | 4 |
| 15 | Home Depot | 4.0 | Leader | 4 | 4 | 4 |
| 16 | Lowes | 4.0 | Leader | 4 | 4 | 4 |
| 17 | Marriott International | 4.0 | Leader | 4 | 4 | 4 |
| 18 | McDonalds | 4.0 | Leader | 4 | 4 | 4 |
| 19 | Starbucks | 4.0 | Leader | 4 | 4 | 4 |
| 20 | TJX Companies | 4.0 | Leader | 4 | 4 | 4 |
| 21 | TJX Companies | 4.0 | Leader | 4 | 4 | 4 |
| 22 | Tractor Supply | 4.0 | Leader | 4 | 4 | 4 |
| 23 | Williams-Sonoma Inc. | 4.0 | Leader | 4 | 4 | 4 |
| 24 | Yum! Brands | 4.0 | Leader | 4 | 4 | 4 |
| 25 | eBay Inc. | 3.7 | Practitioner | 4 | 3 | 4 |
| 26 | General Motors | 3.7 | Practitioner | 4 | 3 | 4 |
| 27 | Norwegian Cruise Line Holdings | 3.7 | Practitioner | 4 | 3 | 4 |
| 28 | Ralph Lauren Corporation | 3.7 | Practitioner | 4 | 3 | 4 |
| 29 | Tapestry Inc. | 3.7 | Practitioner | 4 | 3 | 4 |
| 30 | Ulta Beauty | 3.7 | Practitioner | 4 | 3 | 4 |
| 31 | Airbnb | 3.6 | Practitioner | 4 | 4 | 3 |
| 32 | Nike Inc. | 3.6 | Practitioner | 4 | 4 | 3 |
| 33 | Caesars Entertainment | 3.4 | Practitioner | 3 | 3 | 4 |
| 34 | Lennar | 3.4 | Practitioner | 3 | 3 | 4 |
| 35 | LKQ Corporation | 3.4 | Practitioner | 3 | 3 | 4 |
| 36 | Lululemon Athletica | 3.4 | Practitioner | 3 | 3 | 4 |
| 37 | Las Vegas Sands | 3.1 | Practitioner | 3 | 2 | 4 |
| 38 | Carnival | 3.0 | Practitioner | 3 | 3 | 3 |
| 39 | Garmin | 3.0 | Practitioner | 3 | 3 | 3 |
| 40 | MGM Resorts | 3.0 | Practitioner | 3 | 3 | 3 |
| 41 | D.R. Horton | 2.7 | Explorer | 3 | 2 | 3 |
| 42 | Hasbro | 2.6 | Explorer | 3 | 3 | 2 |
| 43 | Wynn Resorts | 2.6 | Explorer | 3 | 3 | 2 |
| 44 | Deckers Brands | 2.3 | Explorer | 3 | 2 | 2 |
| 45 | Genuine Parts Company | 2.3 | Explorer | 2 | 3 | 2 |
| 46 | PulteGroup | 2.3 | Explorer | 3 | 2 | 2 |
| 47 | AutoZone | 2.0 | Explorer | 2 | 2 | 2 |
| 48 | Darden Restaurants | 2.0 | Explorer | 2 | 2 | 2 |
| 49 | OReilly Automotive | 2.0 | Explorer | 2 | 2 | 2 |
| 50 | Pool Corporation | 2.0 | Explorer | 2 | 2 | 2 |
| 51 | Ross Stores | 1.6 | Observer | 2 | 2 | 1 |
| 52 | NVR Inc. | 1.0 | Observer | 1 | 1 | 1 |
| 53 | Tesla Inc. | — | — | — | — | — |
DoorDash
consumer-discretionary
5.0
#1
Transformer
A:5 P:5 I:5
Mohawk Industries
consumer-discretionary
4.4
#2
Leader
A:4 P:4 I:5
Royal Caribbean Group
consumer-discretionary
4.4
#3
Leader
A:4 P:4 I:5
Hilton Worldwide
consumer-discretionary
4.1
#4
Leader
A:4 P:3 I:5
Amazon
consumer-discretionary
4.0
#5
Leader
A:4 P:4 I:4
Aptiv
consumer-discretionary
4.0
#6
Leader
A:4 P:4 I:4
Best Buy
consumer-discretionary
4.0
#7
Leader
A:4 P:4 I:4
Booking Holdings
consumer-discretionary
4.0
#8
Leader
A:4 P:4 I:4
Booking Holdings
consumer-discretionary
4.0
#9
Leader
A:4 P:4 I:4
CarMax
consumer-discretionary
4.0
#10
Leader
A:4 P:4 I:4
Chipotle Mexican Grill
consumer-discretionary
4.0
#11
Leader
A:4 P:4 I:4
Dominos
consumer-discretionary
4.0
#12
Leader
A:4 P:4 I:4
Expedia Group
consumer-discretionary
4.0
#13
Leader
A:4 P:4 I:4
Ford Motor Company
consumer-discretionary
4.0
#14
Leader
A:4 P:4 I:4
Home Depot
consumer-discretionary
4.0
#15
Leader
A:4 P:4 I:4
Lowes
consumer-discretionary
4.0
#16
Leader
A:4 P:4 I:4
Marriott International
consumer-discretionary
4.0
#17
Leader
A:4 P:4 I:4
McDonalds
consumer-discretionary
4.0
#18
Leader
A:4 P:4 I:4
Starbucks
consumer-discretionary
4.0
#19
Leader
A:4 P:4 I:4
TJX Companies
consumer-discretionary
4.0
#20
Leader
A:4 P:4 I:4
TJX Companies
consumer-discretionary
4.0
#21
Leader
A:4 P:4 I:4
Tractor Supply
consumer-discretionary
4.0
#22
Leader
A:4 P:4 I:4
Williams-Sonoma Inc.
consumer-discretionary
4.0
#23
Leader
A:4 P:4 I:4
Yum! Brands
consumer-discretionary
4.0
#24
Leader
A:4 P:4 I:4
eBay Inc.
consumer-discretionary
3.7
#25
Practitioner
A:4 P:3 I:4
General Motors
consumer-discretionary
3.7
#26
Practitioner
A:4 P:3 I:4
Norwegian Cruise Line Holdings
consumer-discretionary
3.7
#27
Practitioner
A:4 P:3 I:4
Ralph Lauren Corporation
consumer-discretionary
3.7
#28
Practitioner
A:4 P:3 I:4
Tapestry Inc.
consumer-discretionary
3.7
#29
Practitioner
A:4 P:3 I:4
Ulta Beauty
consumer-discretionary
3.7
#30
Practitioner
A:4 P:3 I:4
Airbnb
consumer-discretionary
3.6
#31
Practitioner
A:4 P:4 I:3
Nike Inc.
consumer-discretionary
3.6
#32
Practitioner
A:4 P:4 I:3
Caesars Entertainment
consumer-discretionary
3.4
#33
Practitioner
A:3 P:3 I:4
Lennar
consumer-discretionary
3.4
#34
Practitioner
A:3 P:3 I:4
LKQ Corporation
consumer-discretionary
3.4
#35
Practitioner
A:3 P:3 I:4
Lululemon Athletica
consumer-discretionary
3.4
#36
Practitioner
A:3 P:3 I:4
Las Vegas Sands
consumer-discretionary
3.1
#37
Practitioner
A:3 P:2 I:4
Carnival
consumer-discretionary
3.0
#38
Practitioner
A:3 P:3 I:3
Garmin
consumer-discretionary
3.0
#39
Practitioner
A:3 P:3 I:3
MGM Resorts
consumer-discretionary
3.0
#40
Practitioner
A:3 P:3 I:3
D.R. Horton
consumer-discretionary
2.7
#41
Explorer
A:3 P:2 I:3
Hasbro
consumer-discretionary
2.6
#42
Explorer
A:3 P:3 I:2
Wynn Resorts
consumer-discretionary
2.6
#43
Explorer
A:3 P:3 I:2
Deckers Brands
consumer-discretionary
2.3
#44
Explorer
A:3 P:2 I:2
Genuine Parts Company
consumer-discretionary
2.3
#45
Explorer
A:2 P:3 I:2
PulteGroup
consumer-discretionary
2.3
#46
Explorer
A:3 P:2 I:2
AutoZone
consumer-discretionary
2.0
#47
Explorer
A:2 P:2 I:2
Darden Restaurants
consumer-discretionary
2.0
#48
Explorer
A:2 P:2 I:2
OReilly Automotive
consumer-discretionary
2.0
#49
Explorer
A:2 P:2 I:2
Pool Corporation
consumer-discretionary
2.0
#50
Explorer
A:2 P:2 I:2
Ross Stores
consumer-discretionary
1.6
#51
Observer
A:2 P:2 I:1
NVR Inc.
consumer-discretionary
1.0
#52
Observer
A:1 P:1 I:1
Tesla Inc.
consumer-discretionary
—
#53
Observer
About AI Tracker
AI Tracker is a research project by Larridin, the AI execution intelligence platform.
Methodology: We analyze earnings calls, press releases, partnership announcements, and product documentation. All assessments are based solely on publicly available information—no private customer data is used.
Maturity Scoring: Each dimension is rated on a 4-tier scale (Nascent → Emerging → Scaling → Leading) based on evidence from public sources. Industry averages are computed as the median across all tracked companies in the sector.
Update cadence: Every 2-3 weeks
Last updated: January 30, 2026