Traffic to Websites from Generative AI Jumps 1,200 Percent, but Conversion Lag

A recent Adobe report indicates a significant increase in traffic to U.S. retail websites from generative AI sources, indicating consumers’ changing online behavior but less likely to convert compared to other traffic sources.

Adobe’s recent report on generative artificial intelligence (AI) shows that it is reshaping online consumer behavior. The software giant has documented a significant surge in traffic to U.S. websites from AI-generated sources.

The use of generative AI is not limited to retail. Traffic to U.S. travel, leisure, and hospitality sites from generative AI sources increased by 1,700 percent in February 2025 compared to July 2024. Similarly, traffic to U.S. banking sites from generative AI sources increased by 1,200 percent in the same period.

The use of AI for planning trips has seen a notable uptick: In February 2025, traffic to U.S. travel, leisure and hospitality sites (including hotels) from generative AI sources increased by 1,700 percent compared to July 2024. In Adobe’s survey, 29 percent of the consumers surveyed have used generative AI for travel-related tasks, with 84 percent saying it improved their experience.

The top use cases among AI users include general research (per 54 percent of respondents), travel inspiration (43 percent), local food recommendations (43 percent), transportation planning (41 percent), itinerary creation (37 percent), budget management (31 percent) and packing assistance (20 percent). Once users land on a travel site, Adobe Analytics data shows a 45 percent lower bounce rate among consumers coming from a generative AI source — showing a more informed and engaged consumer.

The Adobe Analytics insights, based on direct online transactions, show the profound impact generative AI is having on the digital economy. The retail data is based on analyzing over one trillion visits to U.S. retail websites, providing unparalleled insight into consumer behavior.

Once generative AI users land on a retail website, they show 8 percent higher engagement, browsing 12 percent more pages per visit, with a 23 percent lower bounce rate. This suggests that conversational interfaces in online shopping are helping consumers make more informed and confident purchases.

However, when it comes to conversion—visits that become purchases—traffic from generative AI sources is 9 percent less likely to convert compared to other sources of traffic. This suggests that while AI is utilized during the research and consideration stage, shoppers may be less ready to hit the buy button.

The report reveals a dramatic surge in generative AI traffic to U.S. retail sites during the 2024 holiday shopping season. Traffic from generative AI sources increased by 1,300 percent between November and December 2024 compared to the previous year. This trend has continued into 2025, with a 1,200 percent increase in traffic from generative AI sources in February 2025 compared to July 2024.

The report also reveals that 39 percent of the 5,000 U.S. consumers surveyed have used generative AI for online shopping, with 53 percent planning to do so this year. Generative AI is utilized for various shopping tasks, including researching, receiving product recommendations, seeking deals, and creating shopping lists.

Generative AI traffic predominantly comes from desktop devices, with an 86 percent share compared to mobile. This is in contrast to overall e-commerce activity, where the desktop share of visits was only 34 percent.

The Adobe report provides compelling evidence that generative AI significantly influences online consumer behavior. As more consumers embrace AI as a shopping assistant, businesses must adapt their strategies to this new digital landscape.

Discover more at Adobe.