Retail traffic boosted by AI tools, Adobe reports

Consumers are increasingly using AI tools to help with online shopping, according to new research from Adobe Analytics. This trend is bringing more traffic to retail websites as people rely on generative AI chatbots for shopping advice. Adobe's study analyzed over one trillion visits to U.S. retail sites and surveyed more than 5,000 people. It shows that many shoppers trust generative AI for its efficiency. A significant 39% of respondents reported using AI for tasks like product research, receiving recommendations, and finding deals. Traffic from these AI sources saw a dramatic increase during the recent holiday shopping season. From November to December 2024, visits from generative AI grew by 1,300% compared to the previous year, with a remarkable 1,950% increase on Cyber Monday alone. The following February also saw a 1,200% rise compared to the previous July. While AI-generated traffic is still less than traditional sources like paid search, it is growing quickly, doubling every two months since September 2024. The travel industry has experienced the largest boost, with a 1,700% increase in visits, while retail and banking saw a 1,200% rise. Despite higher engagement from AI users, such as spending more time on pages, their conversion rate is still lower compared to other traffic sources. However, this rate has improved significantly since mid-2024. Retailers now have an opportunity to engage with AI users and build relationships for future purchases. In conclusion, while there may be concerns about AI models accessing retail sites, they can lead to valuable traffic, similar to search and social media efforts. It is crucial for companies to find ways to convert and retain these visitors.