Generative AI is no longer just a tech buzzword. It is now shaping how people shop online in the United States. According to new data from Adobe, traffic to American retail websites that comes from generative AI tools has grown by an incredible 4,700% in just one year. This means more shoppers are turning to platforms like ChatGPT, Gemini, Copilot, Claude, and Perplexity as their starting point before visiting ecommerce sites.
Adobe first noticed this trend during the 2024 holiday season, when traffic driven by AI tools jumped by 1,300% compared to the previous year. Since then, the numbers have kept rising month after month. Vivek Pandya, a lead analyst at Adobe Digital Insights, said that last year’s holiday season was the turning point, and AI-driven shopping traffic has been surging ever since.
One of the reasons for this growth is the high level of trust shoppers place in AI recommendations. Adobe’s consumer survey found that more than 90% of people trust the results they get from generative AI. Shoppers like that these tools can quickly gather their needs and give clear suggestions that match what they are looking for.
The rise of AI is not only increasing traffic but also improving the quality of visits. Adobe’s research shows that customers who land on retail sites through AI sources spend 32% more time browsing and are 10% more engaged. Bounce rates, which measure how quickly a visitor leaves after clicking, are also 27% lower for AI-driven traffic. This suggests that AI users arrive better prepared and are more serious about their shopping.
Although shoppers who use AI were once less likely to make a purchase, this gap is shrinking fast. In January 2025, AI-driven visitors were 49% less likely to buy something compared to other users. By July, that gap had narrowed to 23%. This shows that consumers are becoming more comfortable not just researching with AI but also completing purchases after AI-assisted recommendations.
The financial impact is already clear. Revenue from AI-driven traffic grew by 84% between January and July. Mobile shopping is a big part of this, as more people use AI on their phones, which often leads to impulse purchases. In July, 26% of AI-driven traffic came from mobile, up from 18% earlier in the year.
Overall, Adobe’s findings highlight a major shift in online shopping. With more than a third of consumers already using AI for tasks like product research, finding deals, and even virtual try-ons, it is clear that generative AI is becoming a trusted partner in the ecommerce journey.
This data is likely to give major ecommerce players like Alibaba Group Holding Ltd. (NYSE: BABA) plenty of additional impetus to make further integrations of AI on all their platforms in order to leverage the growing user-trust in gen-AI.
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