Adobe: AI-Referred Retail Visits Delivered 83% More Revenue per Visit

Adobe's research reveals that AI-referred retail visits in the United States generated 83% more revenue per visit compared to non-AI traffic in September 2026. While this suggests AI-referred visitors may be further along in their shopping journey, it does not guarantee that AI referrals are universally more valuable than other channels.

The study, which analyzed over 1 trillion online visits across 100 million SKUs in 18 product categories, also found that AI-referred traffic exhibited stronger engagement and shopping actions. Metrics such as conversion rates, time spent on site, and page views per visit were all higher for AI-referred traffic. As retailers prepare for high-intent holiday shopping periods, focusing solely on the volume of AI referrals may be insufficient.

Instead, retailers should consider additional metrics such as revenue per session, conversion rates, add-to-cart rates, product-page engagement, and assisted conversions to gain a more comprehensive understanding of the value of AI-referred traffic. Adobe's analysis also highlights the potential for AI-referred traffic to increase significantly during major U.S. holiday shopping periods, with projected year-over-year growth of 159% on Thanksgiving, 95% on Black Friday, and 88% on Cyber Monday.

To capitalize on this growth, retailers should ensure that their website is optimized for AI-driven discovery, focusing on pages that clearly communicate product attributes, availability-relevant details, and answer shopper questions. This will not only improve visibility for AI platforms but also enhance the overall shopping experience for all users.