Shoppers are turning to Generative AI tool, Adobe Reports

Adobe's survey of 5,000 U.S. consumers found:

• 53% use tools like Amazon RUFUS or ChatGPT for online shopping in 2025.
• 47% use them for product recommendations.
• 35% for getting gift ideas.
• 35% for finding unique products.

The data showed traffic from Generative AI shopping assistants like ChatGPT or Perplexity has continued to accelerate at an unprecedented rate - doubling every two months since September 2024. Between Nov. 1 and Dec. 31, traffic from these AI shopping assistants increased by 1,300% compared to the year prior, and up 1,950% YoY on Cyber Monday, according to Adobe's analysis that included over a 1 trillion visits to U.S. retail sites. In February 2025, traffic from AI shopping assistants increased by 1,200% compared to July 2024.

Additionally, when shoppers arrive from an AI Engine to retail websites, compared to non-AI traffic sources (including paid search, affiliates, email, organic search, social media), they show:

• More engagement: 8% higher engagement as individuals linger longer.
• More pages: AI-assisted shoppers browse 12% more pages per visit.
• Fewer bounces: They have a 23% lower bounce rate.

In our previous blog, we calculated that 14% of Amazon Searchs are now on RUFUS. Adobe's data indicates this is set to increase further in 2025, as shoppers' preferences shift to conversational search experiences.

For Brands, having a ChatGPT strategy in 2025 is essential. Ecomtent helps brands increase their share of mentions in ChatGPT and optimize for Amazon RUFUS. as the leading Generative Enginge Optimization software for ecommerce.

Make sure to follow our podcast for weekly episodes exploring the latest of AI in Ecommerce.