AI-referred US shoppers browse longer, spend more per visit, data shows

• AI-referred shoppers converted at a rate 54% higher than visitors from non-AI sources in May 2026
• Consumers recommended by AI platforms spent 53% more time browsing retail websites and visited more pages than other visitors
• AI traffic to retail websites jumped 138% in May compared to the previous year, representing the largest year-over-year increase

Summary: AI-Referred US Shoppers Browse Longer, Spend More Per Visit

U.S. consumers using large language models (LLMs) like Google's Gemini and OpenAI's ChatGPT for shopping recommendations demonstrate significantly higher engagement and spending patterns compared to traditional shoppers, according to May data from Adobe Analytics.

Key Figures

• Revenue impact: AI-referred shoppers generated 53% more revenue per visit than those from non-AI sources
• Traffic growth: AI-driven traffic to retail websites surged 138% year-over-year in May, marking the highest growth rate recorded
• Conversion rates: Visitors recommended by AI converted at a rate 54% higher than non-AI shoppers
• Engagement: AI-referred consumers spent 53% more time on retail sites and visited more webpages than traditional visitors

Market Implications

The data underscores the growing importance of AI platforms as a discovery and recommendation channel for e-commerce. Retailers whose products appear in LLM suggestions gain access to more engaged, higher-spending customers. According to Vivek Pandya, director of digital insights at Adobe, this enables brands to "drive more personalization" when shoppers transition from AI platforms to native retail websites to complete purchases.

Strategic Takeaway

The findings highlight the critical need for retailers to optimize their presence in AI-generated recommendations and ensure their products are featured in LLM responses. As AI-powered shopping assistants gain traction, brands that successfully integrate into these platforms may capture a valuable segment of high-intent, high-value consumers, potentially reshaping digital commerce strategies and marketing investments.