AI Is Becoming Consumers' Main Shopping Adviser

The rapid integration of artificial intelligence into online shopping ecosystems is fundamentally altering the consumer purchase journey. According to recent data from Adobe Analytics, traffic to U.S. retail websites from generative AI sources increased by an astonishing 1,200% between July 2024 and February 2025. This dramatic surge indicates a significant shift in how consumers research products and make purchasing decisions.

During the 2024 holiday season, Adobe observed traffic from generative AI sources increase by 1,300% compared to the previous year, with Cyber Monday experiencing a 1,950% year-over-year spike. While generative AI-driven traffic remains modest relative to traditional channels like paid search or email, its consistent doubling every two months since September 2024 marks a clear trajectory in consumer behavior.

The Emergence of AI as a Research Tool

Adobe's survey of 5,000 U.S. consumers provides context for these numbers: 39% of respondents have already used generative AI for online shopping, with 53% planning to do so in 2025. The primary use cases reveal AI's positioning as a trusted research assistant:

• 55% use generative AI for conducting product research

• 47% rely on it for product recommendations

• 43% employ AI to seek deals

• 35% utilize it for gift ideas

• 35% leverage AI to find unique products

• 33% use it for creating shopping lists

The appeal of AI-powered shopping assistants lies in their ability to compress the research phase of the purchase journey, delivering personalized information efficiently. Among those who have used AI for shopping, 92% reported an enhanced experience, with 87% indicating they are more likely to use AI for larger or more complex purchases.

Deeper Engagement, Evolving Conversion Patterns

One of the most revealing findings concerns what happens when AI-referred consumers land on retail websites. Compared to visitors from traditional sources (paid search, affiliates, email, organic search, and social media), generative AI traffic demonstrates:

• 8% higher engagement time

• 12% more pages browsed per visit

• 23% lower bounce rates

These metrics suggest that AI helps shoppers arrive at retail sites more informed and focused. However, this increased engagement hasn't yet fully translated to purchasing behavior. Adobe found that traffic from generative AI sources is 9% less likely to convert compared to other channels. This represents a significant improvement from July 2024, when the conversion gap was 43%, indicating growing consumer comfort with completing transactions after AI-guided research.

Conversion rates vary notably across product categories. Electronics and jewelry show the highest conversion rates from AI traffic, while apparel, home goods, and grocery categories lag behind. This pattern suggests AI excels at helping consumers narrow options based on objective specifications like screen size, resolution, and price, but struggles with more subjective product categories where physical sensations and aesthetics play larger roles.

AI's Broader Impact Across Industries

The influence of AI shopping assistants extends beyond traditional retail. Adobe's research reveals that traffic to U.S. travel and hospitality sites from generative AI sources increased by 1,700% between July 2024 and February 2025. Among the 29% of consumers who have used generative AI for travel planning, 84% reported an improved experience.

Similarly, traffic to banking websites from generative AI sources increased by 1,200% during the same period. Once AI users land on financial services sites, they spend 45% more time browsing compared to visitors from non-AI sources.

The Technology Landscape

Several key players are shaping the AI shopping assistant ecosystem:

Perplexity has integrated shopping capabilities into its AI search engine, creating a streamlined checkout experience that aims to minimize the steps between product discovery and purchase. According to reports, shopping-related queries on the platform have increased fivefold since its November launch. The company is now partnering with Firmly.ai to help thousands of online retailers and brands connect to its platform while maintaining control of customer data and transactions.

Amazon has deployed multiple AI initiatives, including Rufus (a shopping chatbot), Interests (an AI feature that continuously scans inventory for products matching consumer preferences), and Health AI (an assistant providing wellness information with "clinically verified" badges). These tools are expected to eventually integrate with Amazon's upcoming Alexa+ ecosystem, creating a comprehensive AI shopping environment.

Implications for Retailers and Brands

For e-commerce businesses and brands, the rise of AI shopping assistants represents both opportunity and challenge. The current data indicates AI is primarily used during the research and consideration stages of the purchase journey. This positions AI as a new influence point in the path to purchase, potentially disrupting existing marketing strategies oriented around search engines and social media.

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