Generative AI Drives 830% Retail Traffic Increase
- tech360.tv
- 2 minutes ago
- 2 min read
Generative artificial intelligence (AI) traffic to retailers increased 830% year-over-year in the first part of November, according to data from Adobe. Shoppers arriving at a US retail site from an AI service were 30% more likely to convert compared to those using traditional search methods.
Consumers are utilising AI answer engines, including ChatGPT, Gemini, and Claude, to discover gifts and other products for the 2025 holiday season. These online retail shoppers also tend to make purchases more frequently.
Top product categories consumers search for on large language models include toys, video games, appliances, personal care products, and electronics. Adobe reported that 81% of users found their shopping experience enhanced directly by these AI tools.
While generative AI traffic remains modest compared to other channels like paid search or email, its growth this season has been notable. The 830% surge in traffic is considered "hard data," reflecting a tangible trend in consumer behaviour.
This growth is lower than the 1,300% increase observed last year, a natural progression as consumer activity with new technology normalises. The company stated that the growth curve levels out as consumer activity with new technology normalises.
However, there is conflicting data regarding AI's overall role in holiday shopping. An AT&T survey of 2,202 adults found 58% were most likely to use traditional search for holiday gifts, with only 9% favouring AI.
A separate Adobe consumer survey of 1,000 individuals presented different findings. Thirty-two percent of respondents reported using AI to aid their online shopping journeys, and nearly half, 48%, had used or planned to use AI specifically for holiday shopping.
Generative AI traffic to retailers surged 830% year-over-year in early November.
AI-driven shoppers were 30% more likely to convert on US retail sites.
Top product searches on AI include toys, video games, appliances, personal care products, and electronics.
Source: FORBES