The first report on traffic from Adobe’s generated AI interface showed that traffic to US retail sites skyrocketed during the holiday season, and this trend continued until 2025.
Between November 1, 2024 and December 31, 2024, traffic from generated AI sources increased by 1,300% year-on-year (1,950% increase on Cyber Monday).
Adobe has found this trend continues beyond the holiday season. In February 2025, traffic from generated AI sources increased by 1,200% compared to July 2024.
The percentage is high because generative AI tools are so new. ChatGPT debuted its research preview on November 30th, 2022. Generated AI traffic remains modest compared to other channels, such as paid search and email, but growth is noteworthy. It has doubled every two months since September 2024.
AI generates more engagement traffic
Findings from Adobe’s survey of 5,000 US consumers found:
39% use AI generated for online shopping, and 53% plan to do so in 2025. 55% of respondents) conducted research using Genai. 47% is used to recommend products. 43% use Genai to seek trades. 35% to get gift ideas. 35% to find unique products. 33% for creating a shopping list.
One of Adobe’s most interesting findings covers what happens after generative AI users land on a retail website. Compared to non-AA traffic sources (including paid search, affiliate and partners, email, organic search, and social media), the generated AI traffic shows:
More Engagement: Adobe has found 8% higher engagement as individuals stay on the site for longer. Other Pages: Genai visitors will view one or more pages of visitors.
Dig Deeper: How B2B and B2C brands adopt Genai – the same technology, different strategies
Engagement traffic is good, but conversion is better
Adobe has found that traffic from generated AI sources is 9% less likely to convert than traffic from other sources. However, data shows that this has improved significantly since July 2024, indicating an increase in comfort.
Travel, financial services benefit from AI traffic
In particular, two sectors benefit from AI traffic. Consumers will extensively explore both sectors before making decisions.
Genai for travel planning
In February 2025, traffic from AI sources generated from travel, leisure and hospitality sites in the US (including hotels) increased by 1,700% compared to July 2024. At Adobe’s Survey, 29% used generation AI for travel-related tasks, and 84% improved their experience.
Top use cases among AI users include:
General studies, 54% of respondents. Travel inspiration, 43%. Local food recommendations, 43%. Transportation plan, 41%. Create itinerary, 37%. Budget management, 31%. Packaging support, 20%.
When users land on a travel site, Adobe Analytics data shows a 45% lower bounce rate.
Gen AI for financial services research
In February 2025, traffic from generated AI sources to US banking sites increased by 1,200% compared to July 2024.
Adobe’s survey of US consumers found that 27% use AI generated for their banking and financial needs. Top use cases include:
Check and savings account recommendations, 42%. 40% seeking an explanation of investment strategies and terminology. Create personalized budgets, 39%. Understand the tax implications of financial decisions, 35%.
When Genai Traffic lands on a banking site, visitors will increase by 45% to browse (non-AI source).
Adobe’s data comes from the company’s Adobe Analytics platform and is based on over a trillion visits to US retail sites. Adobe also launched a companion survey of over 5,000 US respondents to understand how to use AI every day.
