Adobe’s first report on traffic from generative AI interfaces found a surge in traffic to U.S. retail sites over the vacation season, and the trend continued into 2025.
Between Nov. 1, 2024, and Dec. 31, 2024, traffic from generative AI sources increased by 1,300% compared to the yr prior (up 1,950% YoY on Cyber Monday).
Adobe found this trend continued beyond the vacation season. In February 2025, traffic from generative AI sources increased by 1,200% compared to July 2024.
The percentages, after all, are high because generative AI tools are so recent. ChatGPT debuted its research preview on Nov. 30, 2022. Generative AI traffic stays modest compared to other channels, corresponding to paid search or email, but the expansion 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 accomplish that in 2025.
- 55% of respondents) use genAI for conducting research.
- 47% use it for product recommendations.
- 43% use genAI for in search of deals.
- 35% for getting gift ideas.
- 35% for locating unique products.
- 33% for creating shopping lists.
One of essentially 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 positioning 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 sweet, but conversions are higher
Adobe found that traffic from generative AI sources is 9% less likely to convert than traffic from other sources. However, the information shows that this has improved significantly since July 2024, which indicates growing comfort.
Travel, financial services profit from AI traffic
Two sectors, specifically, are benefitting from AI traffic. Consumers research each sectors extensively before making a choice.
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 forty five% 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 personalised budget, 39%.
- Understanding the tax implications of monetary 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 corporate’s Adobe Analytics platform and is predicated on greater than 1 trillion visits to U.S. retail sites. Adobe also launched a companion survey of greater than 5,000 U.S. respondents to understand how they use AI each day.
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