Recent analytics from Adobe show that traffic from generative‑AI sources to U.S. retail websites grew 4,700% year‑over‑year in July 2025.
This massive growth follows earlier spikes during the 2024 holiday season, when traffic was up 1,300% year‑over‑year and jumped 1,950% on Cyber Monday.
Shoppers are increasingly starting their journeys via AI tools—such as chatbots and conversational browsers—rather than traditional search engines. Adobe’s survey of 5,000 U.S. consumers found that 38% reported using generative AI for online shopping, and 52% plan to do so this year.
Engagement & Conversion Trends
Traffic arriving from AI sources shows higher engagement: visits last 32% longer, users view 10% more pages, and bounce rates are 27% lower compared to non‑AI traffic sources.
However, while conversion rates remain lower than traditional channels, the gap is shrinking: In July 2025, traffic from generative‑AI sources was 23% less likely to convert than non‑AI traffic, down from 49% in January.
Revenue‑per‑visit from AI‑driven traffic increased by 84% from January to July 2025—bringing the value of such visits much closer to those from other channels.
What It Means for Omnichannel Retail
- Discovery is changing: Retailers must optimize for AI‑driven referral paths, not just SEO and paid search.
- Content matters more: Rich product data, structured metadata and compelling content help AI tools recommend your offerings.
- Customer journey shifts: AI is playing a larger role in research and consideration—brands need to design for post‑AI referral interactions.
- Operational adjustments: Mobile‑friendly experiences matter—26% of generative‑AI traffic came from mobile in July 2025 (up from 18% in January).
