Explosive growth: Generative AI drives website traffic up by 1,300%

Website traffic, written with a pen and an upward-pointing arrow; Copyrright: Adobe Express

Adobe Analytics shows: Artificial Intelligence is becoming a gamechanger for shopping

03.04.2025

The numbers speak for themselves: According to Adobe Analytics, traffic from generative AI sources – such as chatbots or AI-powered search assistants – on U.S. retail websites increased by a staggering 1,300 percent between November and December 2024. Even after the peak season, the level remains high: In February 2025, AI-driven traffic was still 1,200 percent higher than in July 2024.

AI tools: from a fun toy to a real shopping assistant

What was once considered a technical novelty is now becoming a true sales booster. More and more consumers are using generative AI tools like ChatGPT, Google Gemini, or Perplexity to get advice before making a purchase, compare products, or find deals. 39 percent of U.S. consumers surveyed by Adobe reported already using generative AI for online shopping, and more than half plan to do so in 2025 as well.

A laptop displaying data visualisations; Copyright: Adobe Express

Higher engagement, longer time spent on sites

Interesting for retailers: Users who come to a retail website via generative AI tend to stay longer, click more, and are less likely to bounce. According to Adobe, the time spent on the site by these users is 8 percent higher, they view 12 percent more pages, and the bounce rate is 23 percent lower than the average. While the conversion rate for AI-driven traffic is still 9 percent lower than other channels, the development looks promising: In the summer of 2024, the gap was 43 percent.

What European retailers need to know now

Although these numbers initially refer to the U.S. market, the trend is unmistakable: Generative AI is changing consumer behavior worldwide. For retail companies in Europe, this presents an opportunity to invest early in AI-driven customer outreach, advice, and personalization. To stay visible in the future, retailers must be present where the digital buying decision begins: in a chatbot window powered by AI.

AI in retail – 5 numbers you should know

+1.300 %

The traffic from generative AI sources on U.S. retail websites increased by 1,300% during the 2024 holiday season compared to the previous year.

86 %

This is the share of desktop access in AI-generated shopping traffic—a clear sign that more complex purchasing decisions are being made on larger screens.

92 %

Nearly all AI users report an improved shopping experience through generative AI.

+12 %

AI-driven visitors view 12% more pages per visit—a strong signal for higher engagement.

–23 %

The bounce rate for AI-driven traffic is 23% lower than other channels—generative AI is bringing in qualified, interested traffic.

Source: Blog article Adobe

Technology innovations are shaping the retail industry, from back-office processes to checkout in the customer journey. Find the right solution for you and benefit from a wealth of industry expertise – from February 22-26, 2026 at EuroShop in the EuroCIS – Retail Technology dimension.

Portrait of Sandra Katzenberger, member of the EuroShop editorial team, with long, wavy, dark blonde hair and a friendly look; copyright: beta-web GmbH

The portrait was AI-generated.

Author: Sandra Katzenberger | EuroShop.mag

As part of the EuroShop editorial team, Sandra Katzenberger contributes her many years of experience in the retail sector and looks at current developments and future trends in the retail world with a trained eye. Whether it's smart technologies, sustainable store concepts or innovative shopping experiences – her goal: to provide up-to-date, relevant and inspiring content for the global retail community.