UPDATE: A groundbreaking report from Adobe reveals that traffic to U.S. retail sites skyrocketed by an astonishing 693% during the 2025 holiday season, thanks to generative AI tools like ChatGPT, Gemini, and Perplexity. This surge, documented from November 1 to December 31, 2025, marks a significant shift in online shopping dynamics.
This surge isn’t just about numbers—it’s a dramatic transformation for retailers navigating the evolving commerce landscape. AI referrals delivered a staggering 31% higher conversion rate overall compared to non-AI sources, with even greater performance spikes of 54% more on Thanksgiving and 38% more on Black Friday.
The report, based on over one trillion visits to retail sites, indicates that AI-driven traffic has surpassed traditional sources, reversing a trend from 2024 when non-AI traffic outperformed AI by 51% in revenue per visit. In a remarkable turnaround, AI-sourced visitors generated 32% more revenue per visit, alongside 14% higher engagement and 45% longer session times.
According to Vivek Pandya, director of Adobe Digital Insights, “AI-driven traffic surged across industries. This means for marketers and retailers alike, we saw deeper engagement translating directly into higher conversion during the 2025 holiday season.”
The impact of AI on retail extends beyond just the holiday season. Notably, AI referrals in the travel, financial services, and tech sectors saw triple-digit growth, with increases of 539%, 266%, and 84% respectively. Total U.S. online holiday sales hit a record $257.8 billion, up 6.8% from $241.4 billion in 2024. This boom included a notable rise in daily spending, with 25 days exceeding $4 billion in sales.
As AI technology matures, it has evolved from a novelty to a vital revenue engine. Post-2024’s 1,300% holiday traffic spike, AI revenue per visit climbed 84% from January to July 2025, demonstrating consumers’ growing trust in these channels. A recent Adobe survey revealed that 47% of shoppers expressed confidence in AI results.
The shift in demographics is significant. High-income states like Virginia, Washington, and California generated double the national average of AI engagement, accounting for 52% of U.S. AI traffic. Urban consumers reported an 80% awareness of AI assistants, with 48% using them for shopping and 63% planning to increase their adoption in 2026.
However, disparities exist, with low engagement in rural areas like Mississippi. Nationwide, only 2% of consumers remain unaware of AI assistants, while 46% have used them for shopping.
Consumer sentiment reflects a growing acceptance of AI. A post-holiday poll found that 88% of respondents used AI during the 2025 holidays, with 56% reporting increased satisfaction and 69% more likely to adopt AI for future shopping.
Retailers are rapidly adapting to these changes. On Black Friday, AI traffic surged 805% year-over-year, with mobile transactions dominating at 56.4% of sales. The buy-now-pay-later model hit $20 billion, up 9.8%. Data indicated that AI influenced 20% of U.S. holiday retail sales, equating to $262 billion globally.
As the landscape shifts, marketers are under pressure to optimize for AI discovery. 75% plan to leverage AI for deals in 2026, up from 66% in 2024. High returns at 28% present challenges, but AI’s projected 520% pre-holiday growth signals its importance as a battleground for future retail success.
As we move into 2026, 58% of consumers are looking to increase their AI shopping experiences. Retailers ignoring this trend risk obsolescence, while those embracing it could see significant gains. The definitive shift toward AI in commerce is clear, making it a crucial aspect of the digital shopping journey.
