UPDATE: A new report from Adobe reveals a breathtaking 693% surge in traffic to U.S. retail websites, driven by generative AI tools like ChatGPT and Gemini during the 2025 holiday season, from November 1 to December 31. This explosive growth marks a significant shift in how consumers engage with online shopping, with AI referrals converting at a remarkable 31% higher rate than traditional sources overall.
The implications are immediate and profound. Over one trillion visits to retail sites were analyzed, revealing AI-generated traffic not only increased visitor numbers but also enhanced engagement metrics. On Thanksgiving, AI traffic conversion spiked by 54%, while Black Friday saw an astonishing 805% year-over-year increase in AI-driven visits.
“AI-driven traffic surged across industries, translating directly into higher conversion during the 2025 holiday season,” stated Vivek Pandya, director of Adobe Digital Insights. The total U.S. online holiday sales hit a record $257.8 billion, a 6.8% increase from $241.4 billion in 2024, with 25 days exceeding $4 billion in daily spending.
AI’s evolution into a commerce powerhouse is evident, as it transitioned from a novelty to a critical revenue engine. By mid-2025, AI revenue per visit surged 84% compared to non-AI sources. Consumer trust in these AI tools is also growing; 47% of shoppers expressed confidence in AI results, according to Adobe’s survey.
The retail boom extends beyond the holidays. AI referrals in sectors like travel and financial services skyrocketed by 539% and 266%, respectively. Mobile transactions dominated, accounting for 56.4% of all holiday purchases, peaking at 66.5% on Christmas Day. Furthermore, $20 billion was spent via buy-now-pay-later options, reflecting changing consumer preferences.
Data shows that high-income states like Virginia and California generated twice the national average of AI engagement. Urban consumers showcased 80% awareness of AI shopping assistants, with 48% actively using them, while rural areas lagged significantly.
Despite this booming engagement, challenges remain. High return rates of 28% are straining profit margins. However, AI’s momentum is projected to grow, with expectations of a 520% pre-holiday growth rate, setting the stage for a new battleground in retail.
As we move into 2026, 58% of consumers plan to increase their AI shopping activities. Retailers who ignore this trend risk obsolescence as AI becomes integral to the shopping journey. Marketers are urged to adapt, with 75% planning to leverage AI for promotions, a significant increase from 66%Adobe continues to analyze data from over 215 top retailers, the message is clear: the era of AI-assisted commerce is not just here; it is reshaping the future of retail.
