Report: Generative AI Reshapes Online Shopping

Traffic from generative AI has seen an unprecedented surge on U.S. retail sites, with users showing higher engagement, viewing more pages, and bouncing at lower rates compared to traditional traffic sources. However, despite this increased activity, AI-generated visitors are less likely to convert into paying customers.

According to new data from Adobe, traffic driven by generative AI tools skyrocketed during the 2024 holiday shopping season, with an astounding 1,300% increase from the previous year. On Cyber Monday alone, AI-driven traffic rose by 1,950% year-over-year. While the holiday season was a peak moment, the trend has continued into 2025, with February AI-generated traffic up 1,200% compared to July 2024.

This rapid rise can be attributed to the growing adoption of AI-powered search and recommendation tools, which are becoming more integrated into the online shopping experience. However, generative AI traffic still remains modest compared to other major channels like paid search or email marketing. Even so, the rate of growth is remarkable, with traffic doubling every two months since September 2024.

The significant increase in AI-generated visits reflects the expanding role of artificial intelligence in shaping consumer behaviour. Since the launch of ChatGPT’s research preview in late 2022, generative AI has evolved rapidly, influencing how shoppers discover products and interact with online retailers. As AI-driven traffic continues to rise, businesses may need to refine their digital marketing strategies to better engage and convert these users.

While generative AI presents new opportunities for retailers, it also poses challenges in optimising conversion rates. As this technology matures, companies will likely explore new ways to personalise AI-driven customer journeys, ensuring that increased traffic translates into meaningful sales.

Adobe’s survey of 5,000 U.S. consumers highlights the growing impact of generative AI on online shopping habits. The data suggests that AI-driven tools are not only increasing website traffic but also leading to more engaged users who actively explore products and services.

According to the findings, 39% of consumers have already used generative AI for online shopping, and this number is expected to rise, with 53% planning to do so in 2025. The survey also revealed that AI is becoming an essential tool for various shopping-related tasks, offering convenience and personalised experiences.

A significant portion of respondents—55%—reported using generative AI for research purposes, helping them gather detailed product information before making purchasing decisions. Meanwhile, 47% rely on AI-powered recommendations to discover new products tailored to their preferences.

Generative AI is also influencing how shoppers search for deals, with 43% using these tools to find discounts and offers. Additionally, 35% turn to AI for gift ideas, while another 35% use it to uncover unique or niche products that may not be easily found through traditional browsing.

Beyond recommendations and deal-hunting, AI is also assisting with shopping organisation. A third of respondents (33%) use AI-generated tools to create shopping lists, streamlining their purchasing process. As generative AI adoption continues to grow, its role in shaping consumer behaviour is expected to expand, making it an increasingly valuable resource for both shoppers and retailers.

Adobe’s latest research highlights the growing impact of generative AI on consumer behaviour, particularly in online shopping, travel planning, and financial services. The data reveals that users arriving at retail websites via AI-driven sources exhibit distinct engagement patterns compared to visitors from traditional traffic channels like paid search, email, and social media. Notably, AI-generated traffic is more interactive, with users spending 8% more time on retail websites, browsing 12% more pages per visit, and having a 23% lower bounce rate. This suggests that AI-assisted consumers are more invested in their browsing experience, potentially using AI tools to conduct thorough research before making purchasing decisions.

However, while engagement metrics are strong, conversion rates still lag behind. Adobe found that traffic from generative AI sources is currently 9% less likely to convert than other sources, indicating that while AI-driven users are actively exploring, they may not yet be fully confident in finalising purchases. Despite this, there is a positive trend—conversion rates from AI-driven traffic have significantly improved since July 2024. This suggests that as generative AI becomes more integrated into the shopping experience, consumer trust and willingness to complete transactions may increase over time.

Beyond retail, generative AI is also transforming the travel industry. In February 2025, traffic to U.S. travel and hospitality websites from AI-driven sources surged by an astonishing 1,700% compared to mid-2024. This growth reflects a shift in how consumers are planning their trips, with AI tools playing a more significant role in decision-making. According to Adobe’s survey, 29% of respondents have used AI for travel-related tasks, and 84% reported that AI improved their overall experience. The most common use cases include general research (54%), travel inspiration (43%), and local food recommendations (43%). AI is also being used for itinerary planning (37%), transportation arrangements (41%), budget management (31%), and even packing assistance (20%). Once AI-driven users arrive on travel sites, they demonstrate stronger engagement, with a 45% lower bounce rate compared to visitors from traditional traffic sources.

The financial services sector is also experiencing a surge in AI-driven traffic. In February 2025, visits to banking websites from generative AI sources increased by 1,200% compared to July 2024. This indicates that more consumers are turning to AI for financial advice and planning. Adobe’s survey found that 27% of respondents have used AI for banking-related tasks, with the most common applications being recommendations for checking and savings accounts (42%), explanations of investment strategies (40%), personalised budgeting (39%), and understanding the tax implications of financial decisions (35%). Importantly, AI-driven visitors are not only seeking information but also engaging more deeply with financial websites, spending 45% more time browsing than those from non-AI sources. This suggests that AI is becoming a key tool for financial research and decision-making, helping users navigate complex financial products and services with greater confidence.

These findings are based on Adobe Analytics data, which tracks over 1 trillion visits to U.S. retail websites, alongside a survey of 5,000 U.S. consumers. The rapid rise in AI-driven traffic, combined with increasing user engagement, suggests that generative AI is set to play an even greater role in shaping online consumer behaviour. As AI continues to evolve, businesses across industries will need to adapt to changing customer expectations, optimising their digital experiences to better cater to AI-assisted shoppers, travellers, and financial planners.