Artificial intelligence is rapidly transforming how consumers approach online shopping, with a growing number of people turning to AI chatbots as trusted shopping assistants. According to new research from Adobe, this shift in consumer behavior is creating interesting patterns in retail traffic and engagement, though the technology's impact on actual purchases remains complex.
AI Shopping Assistants Gain Popularity
Adobe's comprehensive analysis of over one trillion visits to U.S. retail sites reveals that 39% of consumers have already used generative AI for online shopping assistance, while 53% plan to do so this year. The study, which included a survey of 5,000 U.S. consumers, indicates that shoppers are increasingly comfortable using AI chatbots as personal shopping assistants, primarily for conducting general research (55%), receiving product recommendations (47%), and hunting for deals (43%).
Key AI Shopping Use Cases
- General research: 55% of users
- Product recommendations: 47% of users
- Deal hunting: 43% of users
- Gift ideas: 35% of users
- Finding unique products: 35% of users
- Drafting lists: 33% of users
Explosive Growth in AI-Driven Traffic
The data shows remarkable growth in retail site traffic originating from generative AI sources. During the 2024 holiday shopping season, traffic from AI assistants to U.S. retail sites surged by 1,300% compared to the previous year, with an astonishing 1,950% increase on Cyber Monday alone. By February 2025, AI-driven traffic had grown by 1,200% compared to July 2024, doubling approximately every two months since September 2024.
Impact Extends Beyond Retail
While retail has experienced significant growth in AI-driven traffic, other sectors are seeing similar trends. The travel industry has witnessed the most dramatic increase, with AI-generated visits to U.S. travel, leisure, and hospitality sites jumping by 1,700% from July 2024 to February 2025. Banking services have also seen a 1,200% increase, with consumers using AI to get recommendations for financial products, explanations of complex terms, and help creating personalized budgets.
AI Traffic Growth by Industry (July 2024 to February 2025)
- Travel industry: 1,700% increase
- Retail industry: 1,200% increase
- Banking industry: 1,200% increase
Higher Engagement but Conversion Challenges
Adobe's analysis shows that visitors arriving at retail sites via AI tools demonstrate 8% higher engagement, view 12% more pages per visit, and have a 23% lower bounce rate compared to traffic from other sources. However, these visitors are currently 9% less likely to convert to actual purchases. This suggests that consumers are primarily using AI during the research and consideration stages of their shopping journey.
Closing Conversion Gap
The conversion gap has narrowed significantly over time. In July 2024, visitors from AI sources were 43% less likely to convert compared to other traffic sources, but by February 2025, this gap had shrunk to just 9%. This rapid improvement indicates that consumers are becoming more comfortable completing transactions directly after an AI-powered chat experience.
Desktop Dominance in AI Shopping
Interestingly, 86% of AI-driven traffic to retail sites comes from desktop and laptop computers rather than smartphones. This pattern stands in stark contrast to broader e-commerce trends, where desktop visits accounted for only 34% of total traffic during the same period. This suggests that consumers may prefer larger screens when engaging with AI shopping assistants.
AI-Driven Traffic Behavior
- 8% higher engagement
- 12% more pages per visit
- 23% lower bounce rate
- 9% less likely to convert (improved from 43% in July 2024)
- 86% comes from desktop/laptop (vs. 34% for general e-commerce)
Strategic Opportunity for Retailers
For retailers, this emerging trend represents both a challenge and an opportunity. While generative AI traffic currently remains a small portion of overall site visits compared to established channels like paid search, its rapid growth rate makes it increasingly significant. Vivek Pandya, manager of Adobe Digital Insights, notes that this is quality traffic that retailers and brands [should think] very strategically about engaging, because it's converting effectively.
Future of AI in Consumer Shopping
As the conversion gap continues to narrow, AI tools may evolve from primarily research assistants to direct purchase facilitators. Retailers who understand and optimize for this new traffic source could gain a competitive advantage by nurturing relationships with AI-directed consumers and encouraging repeat purchases. The data suggests that generative AI is becoming an increasingly important part of the consumer shopping journey, one that forward-thinking retailers cannot afford to ignore.