AI traffic converts better than non-AI visits for U.S. retailers: Report

Traffic from AI sources increased 393% year-over-year in Q1 and 269% in March. But the real surprise? AI traffic is converting better than last year.

• AI-driven visits converted 42% better than non-AI traffic in March. A year ago, AI traffic was 38% less likely to result in a purchase.

By the numbers. Traffic from AI sources increased engagement by 12%, time on site by 48%, and pages per visit by 13%. Adobe also surveyed consumers and found that:

• 39% have used AI for shopping. Of those, 85% said it improved the experience.
• 66% believe AI tools provide accurate results.

What they’re saying. According to Vivek Pandya, director of Adobe Digital Insights:

• “Notably, AI traffic continues to convert better (visits that result in purchases) than non-AI traffic, which covers channels such as paid search and email marketing.”

Yes, but. While consumer adoption is up, and traffic, engagement, and conversions are growing, many retail sites still aren’t fully optimized for AI visibility, especially on product pages, according to Adobe.

Why we care. Until now, reports have been mixed on whether AI traffic is better, equal to, or worse than organic search traffic (see our Dig deeper resources below). That may be changing, as we expected it would. Like generative AI, AI shopping today is as bad as it will ever be, meaning this channel’s value will only increase.

About the data. Adobe’s findings are based on direct transaction data from more than 1 trillion visits to U.S. retail websites. The company also surveyed more than 5,000 U.S. consumers to understand how they use AI to shop.

The report. Adobe report: U.S. retailers see surge in AI traffic, but many websites are not entirely readable by machines.

Dig deeper.

• ChatGPT, LLM referrals convert worse than Google Search: Study
• AI search clicks aren’t always better traffic: Study
• ChatGPT ecommerce traffic converts 31% higher than non-branded organic search
• Airbnb says traffic from AI chatbots converts better than Google
• Why every AI search study tells a different story
• ChatGPT traffic rivals organic search engagement: Data

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