Shop Talk with a Side of AI: Generative Traffic Spikes but Converts Less
Generative AI isn’t just powering essays and emails anymore—it’s guiding consumer clicks, especially in e-commerce. According to new Adobe data, U.S. retail sites saw a 1,300% surge in generative AI-sourced traffic over the 2024 holiday season, peaking at 1,950% growth on Cyber Monday alone. That momentum didn’t fizzle with the tinsel: traffic in February 2025 was still up 1,200% from July 2024. While AI-driven visits remain modest compared to channels like paid search or email, their growth is doubling every two months since late 2024.
But what happens when these curious clickers actually land on a site? Turns out, they hang around. Adobe’s analytics show that visitors referred by generative AI engage 8% more, browse 12% more pages, and bounce 23% less often than their non-AI counterparts. Still, there’s a catch—conversion rates are 9% lower. The good news? That’s improving, suggesting users are getting more comfortable moving from chatbot to checkout. AI is especially popular for product research, gift ideas, and hunting deals, with 39% of surveyed consumers already using it for shopping and 53% planning to in 2025.
The AI wave isn’t limited to e-commerce either. Travel sites saw a 1,700% jump in AI-originated traffic, with those users bouncing 45% less. Finance isn’t far behind—banking site visits via generative AI climbed 1,200%, with users spending 45% more time on-site. Across categories, consumers are leaning on AI for everything from budget planning to vacation packing tips. Adobe’s insights come from analyzing over a trillion U.S. retail site visits, paired with a 5,000-person survey. Bottom line: AI's influence is expanding fast—it’s not always converting, but it’s definitely captivating.
Read more at Search Engine Land.
