Generative AI shoppers are now 16% more likely to convert and spend 8% more per session, Adobe Digital Insights’ finds.
What’s happening: AI-powered shopping hit an inflection point, with generative AI traffic increasing 1,200% year-over-year and converting 16% better than non-AI sources for the second consecutive month.
Why this matters: Shoppers are now comfortable completing transactions directly after AI-powered experiences, condensing the path between research and purchase whilst generating 8% more revenue per session.
American consumers are spending big online, and artificial intelligence is finally proving its worth in driving actual purchases rather than just research. Adobe’s latest data reveals a fundamental shift in how shoppers use AI tools to make buying decisions.
Based on Adobe Analytics data covering over 1 trillion visits to US retail sites, 100 million SKUs and 18 product categories, consumers spent $88.7 billion online in October, up 8.2% year-over-year. The month saw a significant spike during Prime Day on 7 and 8 October, when shoppers spent a total of $9.1 billion online, up 7.3% year-over-year, driven by competitive discounts that peaked at 18% off listed price.
Traffic from generative AI sources increased by 1,200% year-over-year in October. Once these consumers landed on a retail site, they were 16% more likely to convert compared to non-AI traffic sources such as paid search, affiliates and partners, email, organic search, and social media. This marks the second month in a row where conversion has been higher for AI traffic, which was 5% more likely to convert in September.
The trend represents a dramatic reversal from August 2025, when traffic from generative AI sources was 9% less likely to convert, and 23% less likely in July. This shift shows that consumers are increasingly comfortable completing a transaction directly after an AI-powered chat or browser experience, condensing the path between research, consideration and final purchase.
As a result of the shift in conversion, visits from generative AI sources now generate 8% more revenue per session. Shoppers who arrive from generative AI sources are also 13.6% more engaged compared to non-AI sources, exploring more content on the retail site with 44% longer visits and 12% more pages per visit. They’re also less likely to leave immediately, with a 31% lower bounce rate.
Mobile drives majority
Mobile continued to drive the majority of online spend, at 51.4% share totalling $45.6 billion, up 11.6% year-over-year, versus desktop shopping. Buy Now Pay Later drove $7.1 billion in spend, up 7.6% year-over-year, as consumers looked for greater flexibility in managing their budgets.
Holiday decor proved popular in October, with online sales rising 130% versus average spend levels in September, alongside items for the home as consumers took advantage of deals to upgrade their living spaces. Online sales rose 83% for hand tools and 62% for power tools, an indication of more DIY projects, whilst sales of refrigerators and freezers were up by 55%.
Other categories with strong growth included e-readers, up 81%, headphones and speakers, up 52%, phone accessories, up 51%, and video games, up 41%. Outerwear was another popular category, up 38%, as consumers prepared for the upcoming winter season.
Social media surges
Advertising on social media platforms is expected to be a significant growth driver this holiday season. Its share of online revenue, purchases attributed to social traffic, rose by 28% year-over-year in October, a significant increase from October 2024 where growth was at 5.6% year-over-year.
In affiliates and partners, which includes social media influencers, growth is also notable at 15% year-over-year. Whilst major channels such as paid search and email continue to be reliable drivers of traffic and sales online, consumers are increasingly turning to social platforms to discover and learn about new products.
During the 2024 holiday shopping season, Adobe observed the first material surge in generative AI traffic to US retail sites, measured by shoppers clicking on a link. Between 1 November and 31 December 2024, traffic from generative AI sources increased by 1,300% year-over-year. On Cyber Monday, generative AI traffic was up 1,950% year-over-year.
The data indicates that with AI tools, shoppers are becoming more informed and able to pinpoint the most relevant retailers for their needs. This means they are exploring more content on the retail site before making purchase decisions, leading to higher engagement and conversion rates compared to traditional traffic sources.
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