According to new analysis by Adobe, the US retail stores that got traffic from generative AI during the holiday season are still continuing to get it in 2025. There was a 1300% increase in traffic from generative AI from November 1 to December 31 as compared to the holiday season in 2023. Adobe also found that there was a 1200% increase in traffic from generative AI in February 2025 as compared to July 2024. Generative AI is still new and even though the traffic from it is still less than from email or paid search, it is showing fast growth.
5,000 US adult consumers were surveyed by Adobe and it was found that 39% of the US consumers are using GenAI for online shopping, while 53% said that they will do it in 2025. It was also found that 55% are using AI for research while 47% are using it to seek product recommendations. Generative AI is also being used for seeking deals (43%), finding unique products (35%), getting gift ideas (35%), and creating shopping lists (33%) among US consumers.
Another finding from Adobe’s study shows that generative AI generates more engaged traffic than other sources. Consumers who are directed by AI spend 8% more time on retail websites, browse 12% more pages per visit, and have a 23% lower bounce rate compared to traffic from social media, email, and paid search. Even though generative AI generates more engagements, there is a problem with its conversion rate with consumers using AI being 9% less likely to convert than from other sources. But this trend has also decreased since July 2024 which shows that users are slightly getting comfortable.
In February 2025, sites related to travel, hospitality, and leisure saw a 1700% increase in traffic through generative AI, with 29% of consumers reporting using AI for travel planning and 84% using it to improve their experiences. Most of the users reported using AI for general research (54%), travel inspiration (43%), local food recommendations (43%,) and transportation planning (41%). There is a 45% lower bounce rate when a user lands on a travel site through AI.
US banking sites also saw a 1200% increase in traffic from AI in February 2025 as compared to July 2024. The report also found that 27% of US consumers have also used generative AI for banking and financial tasks. The top tasks US consumers are using generative AI are seeking recommendations for checking and saving accounts (42%), creating personalized budgets (39%), asking for investment strategy explainers (40%), and understanding tax implications (35%).
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5,000 US adult consumers were surveyed by Adobe and it was found that 39% of the US consumers are using GenAI for online shopping, while 53% said that they will do it in 2025. It was also found that 55% are using AI for research while 47% are using it to seek product recommendations. Generative AI is also being used for seeking deals (43%), finding unique products (35%), getting gift ideas (35%), and creating shopping lists (33%) among US consumers.
Another finding from Adobe’s study shows that generative AI generates more engaged traffic than other sources. Consumers who are directed by AI spend 8% more time on retail websites, browse 12% more pages per visit, and have a 23% lower bounce rate compared to traffic from social media, email, and paid search. Even though generative AI generates more engagements, there is a problem with its conversion rate with consumers using AI being 9% less likely to convert than from other sources. But this trend has also decreased since July 2024 which shows that users are slightly getting comfortable.
In February 2025, sites related to travel, hospitality, and leisure saw a 1700% increase in traffic through generative AI, with 29% of consumers reporting using AI for travel planning and 84% using it to improve their experiences. Most of the users reported using AI for general research (54%), travel inspiration (43%), local food recommendations (43%,) and transportation planning (41%). There is a 45% lower bounce rate when a user lands on a travel site through AI.
US banking sites also saw a 1200% increase in traffic from AI in February 2025 as compared to July 2024. The report also found that 27% of US consumers have also used generative AI for banking and financial tasks. The top tasks US consumers are using generative AI are seeking recommendations for checking and saving accounts (42%), creating personalized budgets (39%), asking for investment strategy explainers (40%), and understanding tax implications (35%).
Read next: ChatGPT Mobile App Hits $100M Monthly Revenue, Setting Industry Record
