In just a few months, generative AI has moved from experimental novelty to a powerful channel for discovery and shopping. Fresh data shows that traffic coming from AI-powered chat interfaces is no longer a sideshow—it’s a growing force reshaping how consumers browse, compare, and buy online.

1. Traffic From Generative AI Is Surging

Adobe’s July 2025 data highlights a striking trend: traffic from generative AI assistants increased by more than 80% in the first half of the year. This isn’t a one-time spike—it’s a signal that AI-driven referrals are becoming part of mainstream digital commerce.

Other studies mirror this momentum. Falia tracked a 12× increase in AI search traffic to e-commerce sites since 2024, reinforcing that generative discovery is carving out its place alongside SEO and paid media.

2. Engagement Quality Is Higher Than Traditional Search

Consumers arriving via AI chats are showing stronger intent:

32% longer sessions

10% more pages per visit

27% lower bounce rates

(Source: Adobe, Business.Adobe.com).

Instead of bouncing after one click, these visitors appear more engaged, often exploring comparisons, bundles, or alternative recommendations in the AI dialogue.

3. Conversion Gaps Are Closing

In January 2025, AI-driven traffic was about 49% less likely to convert compared with traditional channels. By July, that gap shrank to 23%. The takeaway? As shoppers gain trust in AI recommendations—and retailers adapt their content—the path from AI interaction to purchase is getting shorter and smoother.

4. Mobile AI Shopping Is Accelerating

AI-assisted traffic on mobile jumped from 18% in January to 26% in July. Mobile is where convenience matters most, and conversational queries fit naturally into quick shopping moments—whether that’s comparing sizes, asking about return policies, or finding faster shipping options.

5. From SEO to GEO (Generative Engine Optimization)

If SEO shaped the last 20 years of digital commerce, GEO (Generative Engine Optimization) will shape the next. With AI systems increasingly deciding which brands and products to surface, the focus shifts from keyword ranking to structured, AI-readable content.

That means product attributes, FAQs, reviews, and brand stories need to be structured for machine understanding and citation—not just human eyes.

6. Retail Events Are Proof Points

Prime Day 2025 offered a clear case study: generative AI referrals during the event spiked over 3,000% year-over-year, while U.S. online sales for the two days reached nearly $12 billion (Adobe Analytics). AI isn’t just contributing—it’s amplifying major retail moments.

7. The Technology Stack Is Catching Up

Vendors are racing to help brands adapt. Adobe’s LLM Optimizer, introduced this summer, is designed to structure product and brand data so it’s easier for AI assistants to ingest and cite. Similarly, startups and platforms across CDP, ERP, and ESP ecosystems are embedding AI agents to enrich data, personalize engagement, and optimize campaigns in real time.

Conclusion

Generative AI isn’t just changing how consumers search—it’s changing how they shop. The traffic is scaling, engagement is stronger, conversion gaps are narrowing, and mobile adoption is rising.

For retailers and brands in the U.S. and Canada, the message is clear: prepare your data, optimize for GEO, and treat AI-driven referrals as the new growth channel. Those who move early will shape the standards of this next era in commerce.