Adobe Says AI Traffic Converts Better Than Paid Search, Emerging as New Retail Growth Driver

Generative AI is changing how consumers search for products, compare prices and find discounts, while expanding retailers' traffic sources beyond traditional search to AI assistants. Adobe Digital Insights analyzed more than 1 trillion visits to U.S. retail websites and surveyed over 5,000 U.S. consumers. The findings show that AI referrals have evolved from a discovery aid into a high-value channel closer to the point of purchase.

Adobe said in a report released on April 16, 2026, that AI-referred traffic converted 42% better than non-AI traffic in March 2026, reversing a 38% deficit in March 2025. AI-referred traffic rose 393% year over year in the first quarter. Separately, 66% of respondents trusted the accuracy of results from AI tools. AI users spent 48% more time on sites, viewed 13% more pages per visit and had a 12% higher engagement rate.