Posted on | by news-summaadvisory

Shoppers From Generative AI Browse More, Convert Less

Generative AI is bringing an increasing amount of traffic to online retailers, but these shoppers are 23% less likely to convert than traffic from other sources, according to new data from Adobe.

Adobe’s data is based on online transactions, more than 1 trillion U.S. web visits and a consumer survey of 5,000 U.S. adults fielded in July 2025.

As of July 2025, traffic to retailer websites from generative AI sources has increased 4,500% year over year. Adobe finds that shoppers who land on a retail site after interacting with a generative AI-powered chat service or browser:

  • Visit the site 32% longer than traffic from a non-AI source, such as traffic from email or social media.
  • Visit 10% more pages per visit.
  • Have a 27% lower bounce rate.

“This indicates that with AI tools, shoppers are becoming more informed and focusing on the most relevant retailers during the research/consideration phase,” Adobe said in its news release. 

The fact that the shoppers from AI are less likely to purchase reinforces that these shoppers are in the research phase of shopping and are not ready to buy compared with shoppers from other sources, according to Adobe.

While these shoppers are 23% less likely to convert, this is an improvement from previous months, when shoppers from AI were 38% less likely to convert in April 2025 and 49% less likely in January 2025.

Why shoppers say they like generative AI

In Adobe’s survey, 38% of consumers say they have used generative AI for shopping, and 52% plan to do so this year.

Of the shoppers who have used generative AI for shopping, 85% said it improved their shopping experience, with 73% citing it as their primary source of product research. Additionally, 83% say they are more likely to use AI for larger or more complex purchases.

The top shopping tasks consumers say they use generative AI for are:

  • Conducting research (53%)
  • Receiving product recommendations (40%)
  • Seeking deals (36%)
  • Creating shopping lists (30%)
  • Getting present ideas (30%)
  • Finding unique products (29%)
  • Virtual try-on (26%)

Adobe also finds that 26% of web visits from generative AI sources are on mobile compared with desktop. This is an increased from 18% in January 2025.