Generative AI-driven shopping traffic has surged 4,700 percent since July 2024. Consumer-facing LLMs like Perplexity AI and ChatGPT let users enter short or long-form product queries and surface applicable brand and retailer results, often linking directly to landing pages or product description pages. Shoppers arriving via generative AI show higher engagement: 10 percent greater engagement, 32 percent longer time on site, 10 percent more page clicks per visit, and 27 percent lower bounce rates. Despite stronger engagement metrics, AI-referred visitors are 23 percent less likely to convert than non-AI visitors, though the conversion gap has narrowed in recent months.
Consumer-facing large language models (LLMs), like Perplexity AI and OpenAI's ChatGPT, have put an onus on shopping-specific capabilities in recent months. The systems allow users to enter short or long-form queries specifically related to a product they're hunting for, then pop up applicable results from specific brands and retailers. From there, users can click on brands and retailers' sites directly-whether onto a landing page or a specific product description page (PDP).
Although shoppers visiting a retailer's site because of generative AI tend to spend more time on that site, that has yet to translate to greater spend than consumers who arrive via traditional traffic sources. Adobe's data shows that shoppers entering a retailer's site from a generative AI site are still 23 percent less likely to convert than those coming from non-AI traffic sources.
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