Adobe Analytics: Traffic to U.S. retail websites from Generative AI sources jumps 1,200 percent

Minimal composition for shopping and supermarket concept. Yellow shopping cart trolley and yellow path on blue background. 3d rendering illustration.

Image credit: Adobe Stock/ 3DJustincase.

Generative AI-powered chat interfaces are changing how consumers act online. They’re becoming a helpful assistant for compiling research before making a purchase, as well as helping with travel planning and financial guidance. Adobe issued its first report today profiling the trend, which shows a significant surge to U.S. websites from generative AI sources.

The Adobe Analytics insights are based on direct transactions online, showing the impact of generative AI on the digital economy. The retail insights, for instance, are based on analysis of more than 1 trillion visits to U.S. retail sites, a greater volume of data than is available to any other technology company or research organization. A companion survey of more than 5,000 U.S. respondents provides an additional layer of context on how consumers are thinking about AI in their daily lives.

Generative AI embraced as a shopping assistant

During the holiday shopping season, Adobe observed the first material surge in generative AI traffic to U.S. retail sites (measured by shoppers clicking on a link). Between Nov. 1 and Dec. 31, 2024, traffic from generative AI sources increased by 1,300 percent compared to the year prior (generative AI traffic was up 1,950 percent YoY on Cyber Monday). The trend has persisted beyond the holiday season. In February 2025, traffic from generative AI sources increased by 1,200 percent compared to July 2024. This shows the shift in consumer behaviors over a seven-month period. And while generative AI traffic remains modest compared to other channels, such as paid search or email, its growth has been notable — doubling every two months since September 2024.

Graph of Indexed Visit Share by Industry.

In Adobe’s survey of 5,000 U.S. consumers, 39 percent have used generative AI for online shopping, with 53 percent planning to do so this year. The shopping tasks consumers are using generative AI for include conducting research (per 55 percent of respondents), receiving product recommendations (47 percent), seeking deals (43 percent), getting present ideas (35 percent), finding unique products (35 percent) and creating shopping lists (33 percent).

New Adobe Analytics data also profiles what happens once generative AI users land on a retail website. Compared to consumers coming from non-AI traffic sources (including paid search, affiliates & partners, email, organic search, and social media), consumers coming from generative AI sources show 8 percent higher engagement as they linger on the site for a longer period of time. These visitors also browse 12 percent more pages per visit, with a 23 percent lower bounce rate. This speaks to the value of conversational interfaces in online shopping, which seem to help consumers be more informed and confident in their purchases.

Graph of Monthly AI vs. Non-AI Page Views per Visit % Difference (Retail).

Online shoppers say they see benefits in using an AI-powered chat interface, as it shortens the time required for them to receive information that is personalized to their needs. In Adobe’s survey, we found that of those who have used AI for shopping, 92 percent said it enhanced their experience, with 87 percent saying that they are more likely to use AI for larger or more complex purchases. This is reshaping how businesses think about customer engagement, especially with the arrival of AI agents that will be able to handle more complex tasks and make highly tailored recommendations.

Additional Adobe Analytics Insights:

Monthly AI vs. Non-AI Conversion (Retail)

Generative AI adoption across other industries