Adobe says Gen AI traffic shows 8% higher engagement, as individuals linger on the site for a longer period of time.
Artificial intelligence played a key role in driving online retail traffic this holiday season — and is continuing to do so.
Between Nov. 1 and Dec. 31, 2024, retail website traffic from Generative AI sources increased by 1,300% compared to the year prior (up 1,950% year-over-year on Cyber Monday), reveals new data from Adobe Analytics.
Adobe noted that the trend is continuing beyond the holiday season. In February 2025, traffic from Gen AI sources increased by 1,200% compared to July 2024. While Gen AI traffic remains modest compared to other channels such as paid search or email, growth has been notable – doubling every two months since September 2024.
Compared to non-AI traffic sources (includes paid search, affiliates & partners, email, organic search, social media), Adobe says Gen AI traffic shows 8% higher engagement, as individuals linger on the site for a longer period of time. These visitors also browse 12% more pages per visit, with a 23% lower bounce rate.
[READ MORE: Survey: Two-thirds of consumers think AI will improve customer experience]
In Adobe’s survey of 5,000 U.S. consumers, 39% have used Gen AI for online shopping, with 53% planning to do so this year. The top use cases include conducting research (per 55% of respondents), receiving product recommendations (47%), seeking deals (43%), getting present ideas (35%), finding unique products (35%) and creating shopping lists (33%).
https://chainstoreage.com/adobe-gen-ai-tools-boost-online-retail-traffic
