Adobe released a report on January 13, 2026, detailing a dramatic increase in website traffic originating from generative AI tools. The data, covering the 2025 holiday shopping season, focused particularly on retail sites. Traffic from AI sources to e-commerce sites surged by 693.4% compared to the previous year.
The trend extended beyond retail. Adobe noted significant AI-driven traffic growth across the travel, financial services, and technology sectors.
Visitors referred by generative AI tools demonstrated higher engagement and converted at stronger rates than other traffic sources. AI-referred shoppers were 33% less likely to leave a site immediately.
They spent 45% more time on retail sites and viewed 13% more pages per visit. This increased engagement translated directly into stronger commercial results, with revenue per visit from AI-driven traffic rising 254% during the holiday period.