Adobe's recent survey reveals that 39% of U.S. consumers are utilizing generative AI chatbots for online shopping, with an anticipated increase to 53%. However, these tools are primarily engaged for preliminary research and decision-making, as indicated by their higher engagement but lower conversion rates compared to traditional traffic sources. The report shows a significant shift from a 43% conversion gap noted in July 2024 to a 9% gap today, suggesting improving consumer comfort with purchasing post-AI interaction. Notably, AI-driven shopping is mostly conducted on desktops, contrasting with broader e-commerce trends favoring mobile devices.
According to Adobe's survey, 39% of U.S. consumers are now seeking help from AI for online shopping, indicating a growing acceptance of AI as shopping assistance.
Despite increased engagement with generative AI chatbots, conversion rates have decreased, highlighting that these tools are primarily used for research rather than immediate purchases.
Adobe notes that while AI traffic results in higher engagement, it has a lower conversion rate compared to traditional traffic sources, suggesting a distinct role in the consumer journey.
The data suggests that AI is becoming more integral in the research phase of shopping, with a notable improvement in conversion propensity as consumers grow more comfortable.
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