Changes in AI traffic are pointing to a much larger shift in the way consumers shop online.
AI traffic, or web visits generated by clicks on links from AI platforms, is outperforming non-AI traffic in conversion, revenue per visit and engagement, according to Vivek Pandya, director at Adobe Digital Insights.
In September, AI traffic generated 83 percent higher revenue per visit than non-AI traffic, which includes traditional methods of attracting new customers online such as emails, paid search and social media.
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Adobe said this is the largest gap recorded so far this year. The company forecasts this revenue-per-visit advantage to double this holiday season.
“In just 12 months, AI traffic has gone from being worth less than half of a typical visit to nearly twice as much,” Pandya said in a blog post on Adobe for Business. “That premium is expected to continue growing.”
Retailers are seeing stronger customer engagement. Visitors brought about by AI sources spend 73 percent more time on the website, view 25 percent more pages per visit and add 53 percent more to their carts than non-AI visitors.
S. retail sites, 100 million stock keeping units, and 18 product categories. S. respondents in September to provide additional context.
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