Adobe's recent data reveals that generative AI (Gen AI) is significantly influencing consumer shopping habits, especially during the holiday season. A survey of 5,000 U.S. consumers showed that 39% used Gen AI for various aspects of online shopping, most notably for research and product recommendations. Although Gen AI still trails behind in converting traffic to sales, it encourages more engagement on retail websites, outperforming traditional marketing methods with lower bounce rates and higher page views. This indicates a shift towards greater reliance on AI tools in the pre-purchase phase, signifying the evolving landscape of e-commerce.
Online shoppers are finding value in using an AI-powered chat interface, as it shortens the time it takes for them to receive information that is personalized to their needs.
Gen AI is being utilized during the research and consideration stage, in advance of when shoppers are ready to hit the buy button. This underscores a behavioral shift where AI is also increasingly facilitating post-research transactions.
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