Artificial intelligence (AI) is profoundly transforming e-commerce. According to Adobe Analytics data, traffic to retail sites generated by chatbots and virtual assistants grew an impressive 1,200% between July 2024 and February 2025, in the United States alone. More than just numbers, this advancement marks the beginning of a new phase in the relationship between brands and consumers, where automation plays an increasingly relevant strategic role.
In addition to the significant increase in traffic volume, the quality of the audience has also improved: visitors from automated interactions tend to view 12% more pages, show 8% higher engagement, and have a 23% lower bounce rate compared to users from traditional sources, such as paid search or social media. The data indicates that these tools not only attract more users but also qualify the traffic, increasing conversion chances and strengthening the shopping journey.
A survey of 5,000 consumers reinforces the growing influence of AI-based solutions. According to Adobe, 39% of respondents have already used automated tools to shop online, and more than half (53%) plan to adopt this practice by 2025. Among the most sought-after features are product search (55%), item recommendations (47%), promotions (43%), gift ideas (35%), and shopping list creation (33%), demonstrating that the technology has become an important ally in the decision-making process.
Certain categories, such as electronics and jewelry, have benefited even more noticeably from this transformation. Products requiring higher levels of analysis and comparison show higher conversion rates when the customer’s first interaction is facilitated by intelligent tools. This behavior points to a consumption trend increasingly guided by personalized recommendations and more sophisticated shopping experiences.
Given this scenario, Rebecca Fischer, co-founder and Chief Strategy Officer (CSO) of Divibank, warns that adopting automation systems is no longer optional for digital retail. ‘The integration of advanced chatbots, machine learning-based recommendation engines, and personalized interactive platforms has become essential for competitiveness. Although challenges such as data security and ethical technology use remain on the agenda, the growth in traffic, engagement, and conversions makes it clear: computational intelligence is paving the future of online sales,’ she states.
