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Visits from Generative AI websites increased by 1200%, but conversion lags – Image Credit Unsplash+
Recent Adobe reports indicate a significant increase in traffic to U.S. retail websites from generated AI sources, suggesting changes in online behavior for consumers, but less likely to convert compared to other sources of traffic.
Adobe’s recent report on Generative Artificial Intelligence (AI) suggests it is reshaping online consumer behavior. The software giant has recorded a significant surge in U.S. website traffic from sources generated by AI.
The use of generating AI is not limited to retail. Traffic on US travel, leisure and hotel websites in February 2025 increased by 1,700% in February 2025 compared to July 2024. Similarly, traffic from Bank of America websites that generate AI sources increased by 1,200% during the same period.
use AI planning travel See a significant growth: February 2025, transportation from US travel, leisure and hotel websites (including hotels) that generate AI sources Increase 1,700% Compared with July 2024. In the Adobe survey, 29% of consumers surveyed used generative AI for travel-related tasks, and 84% said its experience improved.
The best use cases for AI users include general research (per 54% of respondents), travel inspiration (43%), local food recommendations (43%), transportation planning (41%), itinerary creation (37%), budget management (31%) and packaging assistance (20%). Once users logged into the travel site, Adobe Analytics data showed that bounce rates from consumers who generated AI sources decreased by 45%, showing a more well-known and engaged consumer.
Adobe Analytics Insights, based on direct online transactions, shows that generating AI has had a profound impact on the digital economy. Retail data, based on more than one trillion visits to U.S. retail websites, provides unparalleled insights into consumer behavior.
Once generated AI users logged into the retail website, their engagement increased by 8%, 12% of pages browsing per visit, while bounce rate was 23%. This shows that the conversational interface in online shopping is helping consumers make more confident purchases.
However, when converting from a generated AI source is done, the chances of trading from a generated AI source are reduced by 9% compared to other traffic. This suggests that despite using AI during the research and consideration phase, shoppers may be less prepared to press the buy button.
The report shows that during the 2024 holiday shopping season, the generated AI traffic of US retail websites surged. Compared to the previous year, between November and December 2024, traffic from generated AI sources increased by 1,300%. This trend continues until 2025, with traffic generated by AI sources increasing by 1200% in February 2025 compared to July 2024.
The report also shows that 39% of the 5,000 U.S. consumers surveyed use generative AI to shop online, and 53% plan to do so this year. Generated AI is used for a variety of shopping tasks, including research, receiving product suggestions, seeking deals, and creating shopping lists.
The generated AI traffic is mainly from desktop devices, with a 86% stake compared to mobile devices. This is in stark contrast to the overall e-commerce campaign, with desktop visits being only 34%.
The Adobe report provides compelling evidence that generative AI significantly affects online consumer behavior. As more consumers use AI as shopping assistants, businesses must adjust their strategies to this new digital landscape.
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