Adobe has reported a sharp rise in AI-powered shopping behaviour, with traffic to U.S. retail sites from generative AI tools surging 4,700 per cent year-on-year in July 2025. The data signals a growing consumer reliance on AI for product research, deal-finding and purchasing decisions.
The insights come from Adobe Digital Insights, drawing from over 1 trillion visits to U.S. retail sites and a companion survey of more than 5,000 consumers. The findings indicate that AI is transforming every stage of the online shopping journey, from research through to conversion.
AI shopping use cases expand
During the 2024 holiday shopping season, AI-driven traffic jumped 1,300 per cent year-on-year, spiking to 1,950 per cent growth on Cyber Monday. That momentum has continued into 2025, with AI-driven site visits up 1,100 per cent in January and 3,100 per cent in April.
According to Adobe’s survey, 38 per cent of consumers have used generative AI for shopping, while 52 per cent intend to do so in the coming months. Popular use cases include product research (53 per cent), deal discovery (36 per cent), recommendations (40 per cent), gift ideas (30 per cent), and virtual try-on (26 per cent).
AI shoppers are more engaged
Adobe reports that visitors arriving via generative AI tools are 32 per cent more engaged, with 10 per cent more pages viewed and a 27 per cent lower bounce rate than those from traditional channels like paid search or email. The data suggests these users are reaching retail sites with greater intent and focus.
Among those using AI tools, 85 per cent said the technology improved their shopping experience, and 73 per cent relied on it primarily for product research. A further 83 per cent said they were more likely to use AI for complex or higher-value purchases.
Conversion gap continues to narrow
While AI traffic still converts at a slightly lower rate, the gap is closing fast. In July 2025, AI visits were 23 per cent less likely to convert than non-AI visits, down from 49 per cent in January. AI-driven revenue per visit has also risen by 84 per cent since the start of the year.
In July, an AI-generated visit was worth just 27 per cent less than a non-AI visit, compared to a 97 per cent difference a year prior. The shift coincides with increased AI usage on mobile, where impulse shopping is more common. Mobile made up 26 per cent of AI-driven visits in July, up from 18 per cent in January.
As conversational interfaces become standard, Adobe’s findings suggest retailers may need to rethink how they engage AI-savvy consumers. The company expects continued growth in the use of AI-powered shopping agents capable of handling complex queries and delivering tailored recommendations.
For more insights, visit the Adobe Digital Insights blog.