Studies by Adobe of consumer behavior changing search and shopping behavior already show the impact of generative artificial intelligence. Generative AI traffic grew 4,700 percent year over year in July 2025, for example. And though you might think that means trouble for search or online shopping, the opposite might be happening.
source: Adobe
And usage in key industry verticals likewise is skyrocketing, especially in the travel industry.
AI-driven traffic to travel websites is up 17 times since July 2024. And Adobe estimates AI referrals generate 80 percent more revenue per visit than non-AI referrals.
Also, AI-driven consumers have bounce rates 45 percent lower than traditional sources.
Adobe’s surveys suggest 29 percent of respondents are using generative AI for travel. Consumers use AI tools to:
source: Adobe
Conversion rates, on the other hand, have yet to reach par with conversion rates for traditional online shopping, leading Adobe to conclude that AI still is being used more in a “research” way than as a direct shopping tool.
source: Adobe
The traditional narrative that generative AI would decimate search volume by providing "instant answers" (thereby eliminating the need to click or search further) also is being challenged. Recent industry reports and financial earnings suggest that GenAI is acting as an accelerant.
Study/Source | Key Evidence & Findings | Impact on Volume/Monetization | Link |
Microsoft Advertising (2024-2025) | Reported a 30% lift in aggregate CTR and 76% higher conversion rates for search journeys that include Copilot compared to traditional search. | Monetization Boost: Higher quality leads and engagement. | Microsoft Blog |
Alphabet (Google) Q3 2025 Earnings | Revenue reached $102.3B (+15.9%). Notably, paid clicks and CPC both rose by 7%, driven by AI enhancements in search. | Revenue Growth: AI is "lifting monetization efficiency" rather than cannibalizing it. | Investing.com Report |
BrightEdge Generative Parser (2025) | AI search visits showed double-digit month-over-month growth. AI Overview citations now overlap with organic rankings by 54.5%, up from 32%. | Volume Growth: Rapidly expanding touchpoints and user discovery. | BrightEdge Research |
Exploding Topics / Semrush (2025) | Proposes that LLM-driven search will account for 75% of search revenue by 2028. Traditional organic search will shrink as a share, but total revenue will shift to LLMs. | Revenue Shift: GenAI becomes the primary revenue engine. | Exploding Topics |
Forrester: Predictions 2025 | 90% of business buyers who used GenAI to inform large purchases ($1M+) reported positive results; younger buyers are increasing search-driven research via AI. | Engagement Boost: Increased research volume in B2B sectors. | Forrester Report |
WPP: 2025 Global Ad Forecast | Projects global ad revenue growth of 8.8% in 2025, specifically identifying AI-endemic advertisers and AI platforms as a new "intelligence" revenue category. | Market Expansion: AI is "minting new types of companies selling advertising." | WPP 2025 Forecast |
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