Adobe Analytics found that visits referred by AI tools converted at a 31% higher rate than other traffic during the November–December 2025 holiday season. The published analysis draws on visits and transactions at U.S. retail websites.
The analysis compares groups of visitors arriving from different sources during a defined shopping period. It describes an observed difference in conversion rates, with the holiday season and U.S. retail setting providing the context for the number.
Our reading is that retailers should understand the questions shoppers have already explored before they arrive. Clear product information and useful guidance can be planned around those questions. Measure your own referral traffic and completed purchases to find out what happens in your store before assigning value to any new experience.
Source: Adobe Analytics, November–December 2025 retail data. Analysis published 12 January 2026.
Image: Adobe.
Read the original Adobe analysis