Adobe's report highlights a dramatic increase in traffic from generative AI sources to U.S. retail sites, particularly during the 2024 holiday season, with a staggering 1,300% increase. This trend persisted into early 2025, showcasing the increasing reliance on generative AI for online shopping. Consumer engagement metrics indicate that users arriving via generative AI exhibit greater engagement, browsing more pages and spending longer on sites, though conversion rates remain slightly lower compared to traditional traffic sources. Despite modest overall traffic levels, the continued growth signals changing shopping habits influenced by AI.
"AI generates more engaged traffic, with generative AI users showing 8% higher engagement, browsing 12% more pages per visit, and a 23% lower bounce rate."
"Despite the impressive growth of generative AI traffic, it remains modest compared to traditional channels like paid search or email, but it’s doubled every two months since September 2024."
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