Generative AI Interfaces Drive Surge in Traffic to U.S. Retail Sites
Adobe’s latest report on the impact of generative AI interfaces on online traffic reveals a significant surge in visits to U.S. retail websites during the holiday season of 2024, a trend that continued well into 2025.
Between November 1st and December 31st of 2024, traffic from generative AI sources skyrocketed by 1,300% compared to the previous year, with an astonishing 1,950% year-over-year increase recorded on Cyber Monday alone. This growth trajectory persisted beyond the holiday rush, as evidenced by a 1,200% surge in generative AI traffic in February 2025 compared to July 2024.
The exponential rise in generative AI traffic can be attributed to the novelty of AI tools in the online shopping landscape. Despite still being relatively modest compared to traditional channels like paid search or email, generative AI traffic has been doubling every two months since September 2024.
Engaged Traffic and User Behavior
Adobe’s survey of 5,000 U.S. consumers shed light on the growing adoption of generative AI for online shopping and research purposes. Key findings include:
– 39% of respondents utilized generative AI for online shopping, with 53% planning to do so in 2025.
– 55% of users turned to genAI for research purposes.
– Various activities such as seeking product recommendations, hunting for deals, and discovering unique products were also popular use cases for generative AI.
Interestingly, generative AI users exhibited higher engagement levels on retail websites compared to non-AI traffic sources. They spent more time on the site, browsed more pages per visit, and had a lower bounce rate, indicating a deeper level of interaction and interest in the content.
Conversion Rates and Industry Impact
While generative AI traffic showed slightly lower conversion rates than other sources, the data suggests a significant improvement in conversion likelihood since July 2024, signaling a growing comfort and trust among users.
Two sectors that are particularly benefiting from generative AI traffic are travel and financial services. Consumers in these industries heavily rely on AI for research and decision-making processes, with notable increases in traffic to related websites.
Travel Planning with GenAI
In February 2025, traffic to U.S. travel and hospitality sites saw a 1,700% increase from generative AI sources compared to July 2024. The top use cases included general research, travel inspiration, local recommendations, and itinerary planning, with users reporting an enhanced experience and lower bounce rates on travel websites.
Financial Services and GenAI
Traffic to U.S. banking sites from generative AI sources surged by 1,200% in February 2025, showcasing a growing interest in AI-driven financial solutions. Users leveraged genAI for account recommendations, investment insights, budgeting, and tax implications, leading to increased time spent on banking websites.
In conclusion, Adobe’s analysis, based on data from Adobe Analytics and a comprehensive consumer survey, highlights the transformative impact of generative AI interfaces on online traffic patterns and user behavior. As the adoption of AI technologies continues to grow, retailers and service providers must adapt to meet the evolving needs and preferences of their digitally savvy audience.