Artificial intelligence is changing the way Americans shop online, and the numbers speak for themselves. In the first quarter of 2026, AI-driven traffic to U.S. retailers’ websites surged by 393% compared to the same period last year, according to data from Adobe. This comes after a significant increase in AI-driven traffic during the 2025 holiday season, where it rose by a staggering 693%. By March 2026, AI traffic had grown 269% over the previous 12 months, continuing its upward momentum.
AI Shoppers Outperform Humans
The benefits of this rise in AI traffic go beyond just website visits. Adobe’s findings reveal that shoppers arriving via AI tools are outperforming human visitors in key metrics. AI-driven visitors are converting 42% better than traditional shoppers, setting a new record in March 2026. This marks a sharp reversal from the same time in 2025, when AI traffic converted 38% worse than human visitors.
"AI visitors are converting better, engaging at higher rates, spending more time on sites, and driving higher revenue per visit", Adobe’s report notes. These figures suggest a growing reliance on AI tools for making shopping decisions, which is proving to be highly lucrative for retailers.
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Enhanced Engagement and Revenue
AI shoppers are not just converting better – they are also engaging more deeply with retail websites. According to Adobe’s data, visitors from AI sources engage at rates 12% higher than non-AI visitors. They are spending 48% more time browsing sites and viewing 13% more pages per visit.
This increased engagement translates directly into revenue. As of March 2026, AI-driven revenue per visit (RPV) was 37% higher compared to revenue from non-AI traffic. This is a stark contrast to the numbers from a year ago, when human visitors generated 128% more revenue per visit than AI-driven traffic.
Consumer Sentiment Toward AI Shopping
The shift toward AI tools for shopping is also reflected in consumer sentiment. Adobe’s survey of over 5,000 U.S. respondents found that 39% used AI for online shopping, and an overwhelming 85% said it improved their experience. Many shoppers cited AI’s ability to streamline the search for the right products and uncover discounts. Additionally, 66% of respondents expressed confidence in the accuracy of AI shopping tools.
Challenges for Retailers
Despite the clear benefits, not all retailers are fully prepared for the rise of AI-driven shopping. Adobe found that approximately 25% of content on retailers’ homepages and category pages is not optimized for large language models (LLMs). Product pages face even greater challenges, with around 34% of them inaccessible to AI tools.
For retailers looking to capitalize on this trend, Adobe suggests optimizing their websites to accommodate AI technologies. "Retailers are incentivized to make their sites AI-friendly", the report emphasizes, especially as AI becomes an increasingly dominant force in online shopping.
Looking Ahead
As AI continues to reshape the eCommerce landscape, U.S. retailers are already reaping the rewards of this technological shift. While challenges remain in optimizing websites for AI, the dramatic rise in AI-driven traffic and purchases offers a promising future for businesses willing to adapt to this new era of online shopping.