Adobe report highlights exponential growth in generative AI traffic to travel and retail sites, with users showing higher engagement yet slower purchasing behavior
Mar 26, 2025
The use of generative AI for planning travel and shopping has surged, with massive growth in traffic to U.S. travel and retail websites from AI sources since mid-2024. Adobe’s data shows that consumers increasingly rely on AI for trip planning, product research, and decision-making – often resulting in more engaged site visits and growing comfort with completing purchases after interacting with AI tools.
Key takeaways
- Travel planning via AI: Traffic from generative AI sources to travel-related sites rose 1,700% between July 2024 and February 2025.
- Positive user experience: 84% of AI users said it improved their travel planning.
- Top travel uses: Research, inspiration, food recommendations, transport planning, and itinerary creation top the list.
- Better engagement: AI-referred visitors show a 45% lower bounce rate on travel sites.
- Retail trends: AI-driven traffic to U.S. retail sites rose 1,300% during the 2024 holiday season and has continued to grow rapidly.
- Stronger site engagement: Retail visitors from AI sources browse more pages (+12%), stay longer (+8% engagement), and bounce less (-23%).
- Conversion gap narrowing: While AI visitors are still 9% less likely to buy, that’s a significant improvement from 43% in July 2024 — showing growing trust in AI-assisted shopping.
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