Adobe’s first report on traffic from generative AI interfaces found a surge in traffic to U.S. retail sites over the holiday season, and the trend persisted into 2025.
Between Nov. 1, 2024, and Dec. 31, 2024, traffic from generative AI sources increased by 1,300% compared to the year prior (up 1,950% YoY on Cyber Monday).
Adobe found this trend continued beyond the holiday season. In February 2025, traffic from generative AI sources increased by 1,200% compared to July 2024.
The percentages, of course, are high because generative AI tools are so new. ChatGPT debuted its research preview on Nov. 30, 2022. Generative AI traffic remains modest compared to other channels, such as paid search or email, but the growth 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 do so in 2025.
- 55% of respondents) use genAI for conducting research.
- 47% use it for product recommendations.
- 43% use genAI for seeking deals.
- 35% for getting gift ideas.
- 35% for finding unique products.
- 33% for creating shopping lists.
One of 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 site 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 good, but conversions are better
Adobe found that traffic from generative AI sources is 9% less likely to convert than traffic from other sources. However, the data shows that this has improved significantly since July 2024, which indicates growing comfort.
Travel, financial services benefit from AI traffic
Two sectors, in particular, are benefitting from AI traffic. Consumers research both sectors extensively before making a decision.
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 45% 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 personalized budget, 39%.
- Understanding the tax implications of financial 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 company’s Adobe Analytics platform and is based on more than 1 trillion visits to U.S. retail sites. Adobe also launched a companion survey of more than 5,000 U.S. respondents to understand how they use AI daily.
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