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Generative AI is quickly becoming a go-to research tool, driving more engaged—but still cautious—buyers.
According to new data from Adobe, traffic to U.S. retail sites from generative AI sources grew by 1,300% during the 2024 holiday season, with a 1,950% spike on Cyber Monday. This surge has continued into 2025, up 1,200% in February vs. July 2024.
Among 5,000 surveyed U.S. consumers:
- 39% used genAI for online shopping in 2024, with 53% planning to in 2025.
- 55% use it for product research.
- 47% seek product recommendations.
- 43% look for deals, 35% for gift ideas, 33% for shopping lists.
And visitors from GenAI tools recorded:
- 8% higher engagement (more time on-site).
- 12% more pages viewed per session.
- 23% lower bounce rate.
However, conversion rates lag—9% less likely to convert than traffic from paid search, email, or social. But, conversion rates are improving steadily since mid-2024, showing growing buyer confidence.
Still, GenAI users are actively researching, which is an opportunity to capture interest, even if conversions don’t happen immediately.
So, focus on well-structured content like guides, recos, and comparisons; use clear CTAs and frictionless paths to purchase, leverage personalization to retarget high-engagers, and watch those conversions improve.
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