Hey there! It’s fascinating how technology continues to reshape our shopping experiences, isn’t it? Lately, consumers are finding their way to U.S. retail websites more through generative AI chat interfaces, says Adobe Analytics. Vivek Pandya, who manages Adobe Digital Insights, shares that while this AI-driven traffic is still small compared to traditional methods like paid search or email, it’s been doubling every two months since September 2024. That’s quite a leap!
From July 2024 to February, traffic to retail sites from GenAI surged by an impressive 1,200%. And it’s not just retail feeling the impact. Travel, leisure, and hospitality saw a 1,700% increase, while banking sites experienced a 1,200% rise. Clearly, AI is making waves across various sectors.
Interestingly, GenAI users tend to spend 8% more time on retail websites and browse 12% more pages than those who arrive from other sources. However, they’re 9% less likely to make a purchase. But don’t worry, this ‘conversion gap’ is narrowing. Back in July 2024, the gap was 43%. Pandya points out this indicates that AI is playing a key role during the research and consideration phase, even before shoppers are ready to buy. It seems consumers are getting more comfortable with completing transactions after interacting with AI.
Back in December, PYMNTS reported that AI-powered searches have given retail traffic a significant boost. Tools like ChatGPT are making shopping easier by helping consumers quickly find products and deals. A study by PYMNTS Intelligence and AI-ID in December 2023 found that 44% of consumers were willing to use chatbots for product information before making a purchase. That’s a big shift towards embracing AI in our shopping journeys.
Generative AI is revolutionizing commerce by offering recommendations, price comparisons, and even helping with purchases. Doriel Abrahams, a principal technologist at Forter, gave a great example: when you’re planning a trip, you usually don’t have the time or energy to visit every site and compare flights. But AI can handle that in just one click. It’s like having a personal assistant who’s always ready to help!
