When you think of AI chatbots on retailers’ sites, you can think of the boring contextual window that generally interrupts your shopping experience. However, people are now turning to generative AI chatbots to help to light up purchasing decisions, which, in turn, provides more trafficking in these AI tools to retailers, according to new Adobe Analytics data.
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Adobe shared new research on Monday according to which deep diving on the impact of generative AI on the digital economy. THE research Analysis of more than one billion of visits to retail sites in the United States and an additional survey of more than 5,000 American respondents. The results show that consumers turn to AI as a trusted trade assistant.
“I would say that from our survey data, we see a lot of users and consumers who trust the results of the AI assisted generator platforms,” said Vivek Pandya, director of Adobe Digital Insights, who publishes research in ZDNET. “They favor frequency and efficiency.”
Use of Gen AI for online purchases
Among the respondents, 39% used a generative AI for online purchases. The main use cases were research, product recommendations, research and obtaining present ideas. Most respondents (53%) intend to use AI for online purchases this year. These use cases have materialized in real gains.
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During the holiday shopping season, Adobe followed the first wave of generative AI traffic to American retail sites, which was measured by buyers clicking on one of these AI assistants. Between November 1 and December 31, 2024, traffic from sources generating AI increased by 1,300% compared to the previous year, increasing 1,950% on cyber only.
Beyond the holiday season, the study revealed that traffic from generative sources increased by 1,200% in February 2025 compared to July 2024. Although this traffic remains low compared to other more established traffic drivers, such as paid research, it has increased at a significant speed, doubling every two months since September 2024, according to post.
Other industries see an increase
As shown in the graph below, Travel has seen the largest increase in other industries, increasing from 1,700% from July 2024 to February 2025, including visits to travel, leisure and reception sites. The retail industries and the bank experienced an increase of 1,200%.
For banking services, in particular, the main use cases were recommendations for checks and savings, to request explanators on financial conditions or strategies and the creation of a personalized budget, depending on the report.
Gen ai shopper behaviors
Once users are leaving their Chatbot AI interface, there are also victories there, with an 8% higher commitment, 12% more pages per visit and a 23% rebound rate. However, in terms of conversion, traffic from generative AI sources is 9% less likely to convert to alternatives. In particular, this number is up 43% in July 2024, showing that consumers are getting warm at the idea.
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“This is quality traffic that retailers and brands are very strategically on commitment, because it converts effectively,” said Pandya. “So, the opportunity then presents itself once they are now in your ecosystem, from one of these AI assistant sources, how can you feed this relationship and have long-term purchases.”
Although there may be concerns about generative AI models accessing your site, allowing them to present your products can generate precious traffic similar to research or social media. It is then up to the company to convert and keep these users.
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