According to new data from Adobe, AI traffic to U.S. retailers’ websites rose by 269% over the past year, with a staggering 393% increase in Q1 2026 alone. This surge is not just about more visitors; it’s about converting better and spending more time on sites.

The shift from traditional shoppers to AI assistants has transformed engagement rates, with those landing via AI sources spending 48% more time on the site and browsing 13% more pages per visit. Retailers are reaping benefits too—AI traffic converted 42% better than regular customer visits in March 2026.

However, not all is rosy. Adobe warns that about a quarter of homepages and category pages have yet to be optimized for LLMs, with individual product pages even less accessible, at around 34%. For those retailers who want to stay ahead, making their sites more AI-friendly could spell the difference between being top-of-mind or falling behind.

In Adobe's survey of over 5,000 U.S. respondents, 85% found that AI improved their online shopping experience. The tool not only helps in narrowing down product choices but also taps into discounts more effectively. With 66% believing AI provides accurate results, it’s clear why more consumers are turning to chatbots for assistance.

The revenue implications of this shift are significant: AI-driven RPV was 37% higher than non-AI traffic. A year ago, regular human traffic was worth 128% more than AI. As we move forward, retailers might find themselves in a race to chatbot-readiness.