Adobe’s first report on traffic from generative AI interfaces found a surge in traffic to U.S. retail sites over the holiday season, and the trend persisted into 2025.
Between Nov. 1, 2024, and Dec. 31, 2024, traffic from generative AI sources increased by 1,300% compared to the year prior (up 1,950% YoY on Cyber Monday).
Adobe found this trend continued beyond the holiday season. In February 2025, traffic from generative AI sources increased by 1,200% compared to July 2024.
The percentages, of course, are high because generative AI tools are so new. ChatGPT debuted its research preview on Nov. 30, 2022. Generative AI traffic remains modest compared to other channels, such as paid search or email, but the growth is notable. It’s doubled every two months since September 2024.
AI generates more engaged traffic
Findings from Adobe’s survey of 5,000 U.S. consumers found:
- 39% used generative AI for online shopping, with 53% planning to do so in 2025.
- 55% of respondents) use genAI for conducting research.
- 47% use it for product recommendations.
- 43% use genAI for seeking deals.
- 35% for getting gift ideas.
- 35% for finding unique products.
- 33% for creating shopping lists.
One of the most interesting findings from Adobe covers what happens once generative AI users land on a retail website. Compared to non-AI traffic sources (including paid search, affiliates and partners, email, organic search, social media), generative AI traffic shows:
- More engagement: Adobe found 8% higher engagement as individuals linger on the site for longer.
- More pages: GenAI visitors browse 12% more pages per visit
- Fewer bounces: They have a 23% lower bounce rate.
Dig deeper: How B2B and B2C brands adopt genAI — same tech, different strategies
Engaged traffic is good, but conversions are better
Adobe found that traffic from generative AI sources is 9% less likely to convert than traffic from other sources. However, the data shows that this has improved significantly since July 2024, which indicates growing comfort.
Travel, financial services benefit from AI traffic
Two sectors, in particular, are benefitting from AI traffic. Consumers research both sectors extensively before making a decision.
GenAI for travel planning
In February 2025, traffic to U.S. travel, leisure and hospitality sites (including hotels) from generative AI sources increased by 1,700% compared to July 2024. In Adobe’s survey, 29% have used generative AI for travel-related tasks, with 84% saying it improved their experience.
The top use cases amongst AI users include:
- General research, 54% of respondents.
- Travel inspiration, 43%.
- Local food recommendations, 43%.
- Transportation planning, 41%.
- Itinerary creation, 37%.
- Budget management, 31%.
- Packing assistance, 20%.
Once users land on a travel site, Adobe Analytics data shows a 45% lower bounce rate.
Gen AI for financial services research
In February 2025, traffic to U.S. banking sites from generative AI sources increased by 1,200% compared to July 2024.
Adobe’s survey of U.S. consumers found 27% have used generative AI for banking and financial needs. The top use cases include:
- Recommendations for checking and savings accounts, 42%.
- Asking for explainers on investment strategies and terminology, 40%.
- Creating a personalized budget, 39%.
- Understanding the tax implications of financial decisions, 35%.
Once genAI traffic lands on a banking site, visitors spend 45% more time browsing (versus non-AI sources).
Adobe’s data comes from the company’s Adobe Analytics platform and is based on more than 1 trillion visits to U.S. retail sites. Adobe also launched a companion survey of more than 5,000 U.S. respondents to understand how they use AI daily.
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# Adobe Report: Growing Number of Consumers Using Generative AI Tools for Purchase Research
The rapid advancement of artificial intelligence (AI) has transformed how consumers interact with brands and make purchasing decisions. A recent report from Adobe highlights a significant shift in consumer behavior, revealing that a growing number of shoppers are using generative AI tools to conduct purchase research. This trend underscores the increasing role of AI in shaping the modern shopping experience and influencing consumer choices.
## **The Rise of Generative AI in Shopping Research**
Generative AI refers to artificial intelligence models capable of creating text, images, videos, and other content based on user prompts. Tools like ChatGPT, Google Gemini, and Microsoft Copilot have gained widespread popularity, enabling consumers to generate detailed product comparisons, reviews, and recommendations in seconds.
According to Adobe’s report, a substantial percentage of consumers now rely on AI-driven tools to assist them in researching products before making a purchase. These tools help shoppers find relevant information, compare features, and even receive personalized recommendations tailored to their preferences.
## **Key Findings from the Adobe Report**
The Adobe report highlights several key insights into how generative AI is reshaping consumer behavior:
1. **Increased AI Adoption for Purchase Decisions**
– A growing number of consumers are turning to AI-powered chatbots and virtual assistants to gather information about products and services.
– AI tools are being used to summarize customer reviews, compare specifications, and suggest alternatives based on user preferences.
2. **Enhanced Personalization and Customization**
– Generative AI enables a more personalized shopping experience by analyzing user behavior and preferences.
– Consumers can receive tailored product recommendations that align with their needs, reducing the time spent searching for the right product.
3. **Trust in AI-Generated Content**
– While some consumers remain skeptical about AI-generated content, many find it helpful and reliable for making informed decisions.
– AI tools that provide transparent sources and unbiased comparisons are gaining more trust among shoppers.
4. **Impact on E-Commerce and Retail Strategies**
– Businesses are adapting to this trend by integrating AI-powered chatbots and recommendation engines into their platforms.
– Retailers are leveraging generative AI to enhance customer engagement, improve product discovery, and streamline the shopping experience.
## **Why Consumers Prefer Generative AI for Shopping Research**
Several factors contribute to the growing reliance on generative AI for purchase research:
– **Speed and Efficiency**: AI tools can quickly analyze vast amounts of data and provide concise, relevant insights, saving consumers time.
– **Comprehensive Comparisons**: AI can generate side-by-side comparisons of products, highlighting key differences and helping shoppers make informed choices.
– **Personalized Recommendations**: AI-driven suggestions are tailored to individual preferences, making the shopping experience more relevant and enjoyable.
– **Reduced Information Overload**: Instead of sifting through multiple websites and reviews, consumers can receive summarized insights from AI tools.
## **Challenges and Considerations**
Despite its advantages, the use of generative AI in purchase research also presents challenges:
– **Accuracy and Bias**: AI-generated content may sometimes contain inaccuracies or biases, leading to potential misinformation.
– **Privacy Concerns**: Consumers may be wary of sharing personal data with AI tools, raising concerns about data security and privacy.
– **Dependence on AI**: Over-reliance on AI-generated recommendations could limit exposure to diverse opinions and alternative products.
## **The Future of AI in Consumer Shopping**
As generative AI continues to evolve, its role in consumer shopping is expected to expand further. Businesses will likely invest more in AI-driven solutions to enhance customer experiences, while consumers will increasingly rely on AI for smarter, more efficient purchase decisions.
To maximize the benefits of AI in shopping research, companies must prioritize transparency, accuracy, and user trust. By addressing concerns related to bias and data privacy, businesses can build stronger relationships with consumers and create a more seamless shopping journey.
## **Conclusion**
The Adobe report highlights a clear trend: generative AI is becoming an essential tool for modern consumers conducting purchase research. With its ability to provide quick, personalized, and comprehensive insights, AI is reshaping the way people shop online. As technology continues to advance, businesses and consumers alike must adapt to this new era of AI-driven shopping experiences.
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