Generative AI-powered browsers and chat services drove a 4,700% year-over-year increase in U.S. retail site traffic in July. Growth began during the 2024 holiday season with a 1,300% year-over-year jump from November 1 to December 31 and continued climbing monthly. Many consumers now use channels like ChatGPT as a first stop when planning purchases and report high trust in gen-AI results, with over 90% trusting responses. Gen-AI platforms enable an optimized, efficient shopping journey by distilling user criteria into guidance. The gen-AI-driven traffic increase coincides with longer engagement and lower bounce rates.
Traffic to U.S. retail sites from generative AI browsers and chat services was up 4,700% year-over-year in July, as a growing number of consumers make channels like ChatGPT their first stop when planning a purchase, Adobe reported today. Adobe first noticed the surge in gen-AI driven clicks for retail sites during the 2024 holiday season, when it tracked a 1,300% year-over-year jump in gen-AI driven traffic for the November 1 to December 31 holiday period.
The data, along with survey responses from consumers, show that shoppers "are really trusting the results and responses that they're getting from the gen-AI platforms," Pandya said. "We see over 90% [of respondents] trust results they're getting back from the gen-AI platforms," he said. "What it's doing is it's allowing and facilitating and supporting this very optimized, urgent, efficient journey that consumers want," Pandya said.
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