People are increasingly treating generative-AI chatbots like personal shopping assistants, according to Adobe, the software and research firm. On March 17, 2025, Adobe announced findings from a recent survey they conducted with 5,000 U.S. consumers, which highlighted the growing role of AI tools within the online shopping sphere.
The survey revealed some intriguing statistics: 39% of respondents have turned to AI for assistance with their online shopping, and 53% expressed intentions to utilize these AI resources within the year. This shift indicates a clear trend as more consumers embrace technology to aid their purchasing decisions.
While it appears there is significant interest, it’s important to note the nature of this engagement. Adobe found out through their analysis of one trillion U.S. retail site visits, as of February 2025, traffic sourced from generative AI chatbots exhibits 8% higher engagement levels. Yet, these visitors are also 9% less likely to convert when compared to traditional sources of online traffic, pointing to the early stage of AI usage as more of a research tool than as direct facilitators of sales.
What does this mean for consumers and retailers alike? The fact is, generative AI is being used primarily during the research and consideration phase of shopping. Discerning shoppers often turn to AI as they weigh their options but are not yet ready to finalize those decisions. This trend is reinforced by Adobe’s statement reflecting on how the 9% conversion gap has markedly improved since July 2024, when it stood at 43%.
Adobe elaborates, stating, “The conversion gap reinforces the notion of AI being utilized during the research stage, prior to hitting the buy button.” The software giant optimistically mentions the narrowing conversion gap: "This closing gap shows consumers are also increasingly comfortable completing transactions directly after AI-powered experiences.”
When consumers engage with AI, they look for general research (55%), product recommendations (47%), deal hunting (43%), gift ideas (35%), unique products (35%), and drafting lists (33%). These statistics reflect the dynamic capabilities of AI tools, serving to make shopping conversations more informed and personalized.
Interestingly, the study shows another pivotal trend: the platform preference for these online engagements. A staggering 86% of traffic linked to AI tools originates from desktops and laptops, which sharply contrasts the widespread preference for smartphone usage across e-commerce, where desktop visits accounted for just 34% during the same timeframe assessed by Adobe.
Why does this preference matter? This discrepancy indicates potential hurdles for retailers aiming to capture this market segment. If most interactions with AI are occurring on larger screens, it may suggest limitations or barriers currently faced by mobile experiences. The growing comfort level indicated by consumers hints at greater opportunities for retailers to leverage AI-powered tools, so long as they continue to improve their conversion strategies.
With the growing interest and improvement along the conversion path, retailers have the potential to shift HTML utilization of AI from being merely informational to pivotal components of the purchasing process. This would entail refinements not just to AI chat functionality but also to the overarching digital shopping environments where these tools are deployed.
At the conclusion of the survey, experts urge retailers to invest significantly more resources to innovate their e-commerce platforms and refine the customer experience surrounding AI tools. The future of shopping is undoubtedly interwoven with advancements within AI, and how businesses adapt could define their market relevance moving forward.
Overall, as AI continues to evolve and integrate within consumer shopping habits, it serves as both opportunity and challenge for retailers. Achieving seamless conversions will require intentional precision rooted deeply within the customer’s interaction with AI technologies, culminating from each inquiry made during the shopping experience.
