UPDATE: A staggering 693% year-over-year surge in traffic to U.S. retail sites was propelled by generative AI tools like ChatGPT, Gemini, and Perplexity during the 2025 holiday season, according to Adobe’s Quarterly AI Traffic Report released today. This explosive growth, measured from November 1 to December 31, highlights a dramatic shift in consumer behavior, with AI referrals converting shoppers at rates 31% higher than non-AI sources.
This surge marks a significant reversal from 2024, when non-AI traffic outperformed AI by 51% in revenue per visit. In stark contrast, AI-sourced visitors now drive 32% more revenue per visit, alongside 14% higher engagement and 45% longer session times. “AI-driven traffic surged across industries, translating deeper engagement into higher conversion rates during the 2025 holiday season,” stated Vivek Pandya, Director of Adobe Digital Insights.
The holiday retail boom has continued beyond traditional shopping days, with AI referrals growing tremendously across various sectors: travel saw a 539% increase, followed by financial services at 266%. U.S. online holiday sales reached a record $257.8 billion, up 6.8% from $241.4 billion in 2024, fueled by an unprecedented 25 days of spending exceeding $4 billion daily.
As AI evolves from a novelty to a central commerce engine, its influence is reshaping the retail landscape. Notably, AI-generated traffic surged 805% on Black Friday, according to Retail Dive. Mobile transactions dominated this year’s shopping behavior, accounting for 56.4% of sales, peaking at 66.5% on Christmas.
Demographic data reveals stark contrasts in AI engagement, with high-income states like Virginia, New York, and California producing twice the national average of AI traffic. Urban consumers showed 80% awareness of AI tools, compared to lower figures in rural areas.
Despite these remarkable figures, challenges remain. The high return rate of 28% puts pressure on profit margins, particularly amidst fluctuating tariffs and price sensitivity. However, the projected 520% growth in AI traffic leading into the next holiday season positions it as a critical battleground for retailers.
Moreover, surveys indicate a strong consumer embrace of AI in shopping, with 88% of respondents using AI solutions during the 2025 holidays. A significant 56% reported increased satisfaction with their shopping experiences. Marketers and retailers are urged to adapt quickly, with 75% planning to leverage AI for upcoming deals, an increase from 66% in 2024.
As we look toward 2026, 58% of consumers are eager to increase their AI shopping usage. Retailers ignoring this trend risk obsolescence, while those who adapt, like those utilizing NVIDIA’s AI, stand to gain significantly from operational cost reductions.
Adobe’s data, sourced from 215 top retailers, underscores the importance of optimizing for AI traffic. The integration of AI is no longer optional; it is becoming essential for survival in the competitive retail environment. Pandya’s final takeaway emphasizes the urgency: “Marketers should continue to adapt as more consumers turn to large language models to research products, compare options, and make decisions.”
Stay tuned for further updates as the retail landscape continues to evolve dramatically in 2026.
