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Traffic to U.S. ecommerce websites from generative AI sources was up 1,200 percent in February compared to six months ago, and artificial intelligence-driven traffic has been doubling every two months since September, Adobe reported today.
The Adobe Analytics data released today amplifies what Adobe saw happening during the holiday season, when traffic generated by AI-powered chatbots increased by 1,300% over holiday 2024, with chatbot traffic up a whopping 1,950% on Cyber Monday.
While other channels such as paid search or email continue to drive more traffic than generative AI, the growth rate over the past year signals a significant shift in consumer behaviors, Adobe reported.
Retailers are paying attention to this data. At the retail industry's main trade show, the National Retail Federation convention in New York in January, AI was a the primary focus , with retail executives reporting they are using AI to increase revenue and reduce costs.
A survey of retail professionals by NVIDIA conducted just before the show found that 97% plan to increase their spending on AI, and that 89% are actively using AI or piloting AI projects.
The latest Adobe data also shows that generative AI traffic creates greater engagement with consumers.
Compared to non-AI traffic sources, such as paid search, affiliates, email, organic search, or social media, generative AI resulted in 8% higher engagement, as individuals lingered on sites for longer periods. AI-influenced visitors also browsed 12% more pages per visit to a site, and had a 23% lower bounce rate (the number of visitors who leave after viewing only one page).
"Online shoppers are finding value in using an AI-powered chat interface, as it shortens the time it takes for them to receive information that is personalized to their needs," said Vivek Pandya, lead analyst, Adobe Digital Insights, in remarks released with the report.
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