New research from Adobe Analytics conducted on March 17 has revealed that generative AI search has become a significant traffic channel for U.S. retailers. The report noted that U.S. consumers had stopped relying on Google’s ‘ten blue links’ and are quickly adapting to AI chatbots to do the searching for them.
The analytic platform analyzed more than 1 trillion visits to U.S. retail sites, which it said was a greater volume of data than what any other technology company or research organization had. The firm also conducted a survey of more than 5,000 U.S. respondents to better understand how people were using AI.
AI search outperforms Google’s ‘ten blue links’
Adobe’s research of more than 5,000 respondents revealed that U.S. retailers shifted from Google’s ten blue links to AI chatbots during the holiday shopping season. The firm found that traffic from generative AI sources between November 2 and December 31, 2024, increased by 1,300% compared to the year prior. Generative AI traffic was also up 1,950% year-over-year on Cyber Monday.
The report also noted that the trend had persisted beyond the holiday season. Adobe acknowledged that traffic from generative AI sources increased by 1,200% in February 2025 compared to July 2024. The firm also highlighted that generative AI growth was notable and depicted a shift in consumer behaviors over a seven-month period.
The analytic firm revealed that 39% of the 5,000 U.S. consumers have used generative AI for online shopping, while 53% were planning to do so this year. Consumers were relying on AI for shopping tasks such as conducting research, receiving product recommendations, seeking deals, finding unique products, and creating shopping lists.
Engagement metrics from the study showed that users who were referred from AI searches stayed on the site 8% longer compared to Google searches. Users who use AI searches also browse through different pages 12% more and are 23% less likely to just visit the site and leave. The firm argued that generative AI seemed to help consumers be more informed and confident in their purchases.
Online shoppers maintained that AI-powered chat interfaces benefit them since they shorten the time required for them to receive information personalized to their needs. The survey indicated that 92% of shoppers who use AI said it enhanced their experience. 87% of shoppers using AI also said they were more likely to use AI for larger or more complex purchases.
“This is reshaping how businesses think about customer engagement, especially with the arrival of AI agents that will be able to handle more complex tasks and make highly tailored recommendations.”
-Vivek Pandya, Manager of Adobe Digital Insights.
AI conversions increase from July 2024
New Adobe study finds AI sources of traffic to retail surged (although it's still at modest levels compared to other channels) -> Adobe: traffic from AI sources to US retail sites in February rose 1,200% from July 2024; 39% of US consumers used generative AI for shopping, 53%… pic.twitter.com/W1EAgqfcu8
— Glenn Gabe (@glenngabe) March 17, 2025
A study on visits that were converted to purchases found that traffic from generative AI sources was 9% less likely to convert than other traffic sources. The research noted that AI conversions had improved significantly from July 2024, when the same number was 43%. Pandya argued that the conversion gap reinforced the idea that AI was being utilized during the research and consideration stage when shoppers were ready to purchase. He also said that the narrowing gap suggested that consumers were also increasingly comfortable completing a transaction directly after an AI-powered chat experience.
The research found that from November 2024 to February 2025, 86% of traffic from generative AI sources was predominantly coming from desktop devices rather than mobile. Adobe believes consumers find it easier to have a back-and-forth conversation on a laptop or desktop. The report also stated that this was in stark contrast to overall e-commerce activity, where desktop share-of-visits came in at just 34% during the same time period.
Adobe also found that conversion rates from generative AI traffic were highest in electronics and jewelry and lowest in apparel, home goods, and grocery categories. The firm argued that consumers preferred AI to narrow options based on individual preferences for electronic products, which creates a higher likelihood of direct purchase.
The analytic firm highlighted that traffic to U.S. travel and leisure sites from generative AI sources increased by 1,700% in February 2024 compared to July 2024. 29% of the consumers surveyed said they used generative AI for travel-related tasks, with 84% saying it improved their experience.
The study also found that consumers were engaging with AI for guidance on managing personal finances. Traffic to U.S. banking sites from generative AI sources increased by 1,200% in February 2025 compared to July 2024. 27% of those surveyed acknowledged they used generative AI for banking and financial needs.
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