Generative AI’s Impact on Online Traffic: A 1,000%+ Surge
Generative AI is rapidly changing the digital landscape, particularly in how consumers interact with online retailers and service providers. Adobe’s latest analytics indicate a significant surge in traffic to U.S. websites from generative AI sources, with increases of over 1,000 percent in various sectors. The report, based on direct online transactions and surveys, offers valuable insights into how consumers are already using AI, and how businesses are adapting.
Adobe’s data is based on analysis of over one trillion visits to U.S. retail sites, offering a comprehensive view of the sector. A companion survey of over 5,000 U.S. respondents provided additional context on consumer usage of AI.
Generative AI as a Shopping Assistant
The holiday shopping season of 2024 saw an initial spike in generative AI traffic to U.S. retail websites. Between November 1st and December 31st, 2024, traffic from these sources grew an outstanding 1,300 percent compared to the previous year. Cyber Monday saw an even larger surge, with a 1,950 percent year-over-year increase.
This trend continued beyond the holiday season. In February 2025, traffic from generative AI sources increased by 1,200 percent compared to July 2024. While it remains modest compared to other sources like paid search or email, its growth has been remarkable, doubling every two months since September 2024. Adobe’s survey revealed that 39 percent of American consumers have used generative AI for online shopping, with 53 percent planning to do so this year.
Consumers are using AI for various shopping-related tasks:
- Conducting research (55%)
- Receiving product recommendations (47%)
- Seeking deals (43%)
- Getting present ideas (35%)
- Finding unique products (35%)
- Creating shopping lists (33%)
Enhanced Engagement and Website Behavior
Once AI users land on a retail website, the Adobe data indicates a positive shift in consumer behavior. Consumers from generative AI sources exhibit 8 percent higher engagement, spending more time on the site. These visitors also browse 12 percent more pages per visit and show a 23 percent lower bounce rate. This reflects the value of conversational interfaces in online shopping, where consumers appear to be more informed and confident in their purchasing decisions.
Online shoppers report benefits from AI-powered chat interfaces, including shortened information gathering times. In Adobe’s survey, 92 percent of those who have used AI for shopping said it enhanced their experience, and 87 percent are more inclined to use AI for larger, more complex purchases. This is reshaping how businesses approach customer engagement.
Other Key Findings
- Propensity to Purchase: While conversion rates (visits leading to purchases) from generative AI sources lag at 9 percent compared to other traffic sources, this is an improvement from July 2024 when the difference was 43 percent. This shows that AI is commonly used during the research and initial assessment phases, before the point of purchase. The narrowing gap means that consumers are increasingly comfortable finishing a transaction after having a chat experience with AI.
- Preferred Screen: Generative AI traffic mostly occurs on desktop devices, at 86 percent compared to mobile (from November 2024 through February 2025). Consumers may find it easier to converse back and forth on a laptop or desktop. This is in sharp contrast to overall e-commerce activity, where desktop share-of-visits was only 34% for the same time period.
- Category Nuances: Conversion rates from generative AI traffic are highest in electronics and jewelry, and lowest in categories like apparel, home goods, and groceries. This suggests AI can help narrow down options based on individual preferences, leading to higher likelihoods of direct purchases.
Generative AI Impact Across Industries
- Travel: The use of AI for planning trips has surged. In February 2025, traffic to U.S. travel sites (including hotels) from generative AI sources increased by 1,700 percent compared to July 2024. Among those surveyed, 29 percent of consumers have used generative AI for travel-related tasks, and 84 percent of them found it enhanced their experience. Top AI use cases in travel include research, travel inspiration, local food recommendations, and itinerary creation.
- Financial Services: Consumers are increasingly using AI for personal finance guidance. In February 2025, traffic to U.S. banking sites from generative AI sources increased by 1,200 percent compared to July 2024. The most popular AI use cases in financial services include recommendations for checking and savings accounts and help with investment strategies. As in retail and travel, AI users are more engaged: visitors spend 45 percent more time browsing (versus non-AI sources).
The Adobe report signifies a crucial shift in how consumers engage online and the ongoing importance of AI. As AI technologies continue to evolve, businesses must adapt to meet the demands of a rapidly changing consumer base.
