Adobe data from web site visits as well as a survey of marketers suggests both that generative artificial intelligence now supports marketing initiatives aimed at driving site visits and buying.
The retail insights are based on analysis of more than one trillion visits to U.S. retail sites, as measured by shoppers clicking on a link. “Between Nov. 1 and Dec. 31, 2024, traffic from generative AI sources increased by 1,300 percent compared to the year prior,” the study reports.
To be sure, “generative AI traffic remains modest compared to other channels, such as paid search or email,” Adobe says. On the other hand, generative AI traffic has been doubling every two months since September 2024.
Traffic to U.S. e-commerce websites from generative AI sources was up 1,200 percent in February 2025 compared to six months ago, and artificial intelligence-driven traffic has been doubling every two months since September, Adobe reports.
The survey of 5,000 consumers found that the most common uses of AI are for research (55 percent of respondents), product recommendations (47 percent), information about deals (43 percent), gift suggestions (35 percent), information about unique products (35 percent), and to create shopping lists (33 percent).
A similar study of U.K. consumers found similar growth.
That suggests AI already is becoming a driver of consumer behavior that will affect use of other marketing methods, including search and email, and will probably emerge as among the more-important monetization methods for use of generative AI models.
Perhaps just as predictably, Adobe reports that AI-powered shopping is producing results.
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