Artificial intelligence drives revolution in e-commerce and redefines relationship with consumers

Artificial intelligence (AI) is profoundly transforming e-commerce. According to data from Adobe Analytics, traffic to retail sites generated by chatbots and virtual assistants grew an impressive 1,200% between July 2024 and February 2025, only in the United States.More than numbers, this advance marks the beginning of a new phase in the relationship between brands and consumers, in which automation plays an increasingly important strategic role.

In addition to the significant increase in access volume, audience quality has also improved: visitors coming from automated interactions tend to view 12% more pages, display 8% more engagement and record a 23% lower bounce rate compared to users coming from traditional sources such as paid search or social networks. The data indicates that these tools not only attract more audience, but qualify traffic, increasing the chances of conversion and strengthening the purchase journey.

A survey of 5,000 consumers reinforces the growing influence of AI-based solutions. According to Adobe, 39% of respondents have already used automatic generation tools to make online purchases, and more than half (53%) intends to adopt this practice in 2025. Among the most sought-after features are the search for products (55%), item recommendations (47%), promotions (43%), ideas for gifts (35%) and creation of shopping lists (3%), which was important in the decision making.

Certain categories, such as electronics and jewelry, have benefited even more sharply from this transformation. Products that require a greater degree of analysis and comparison have higher conversion rates when the first customer interaction is mediated by intelligent features. This behavior points to a consumption trend more oriented by personalized recommendations and more sophisticated shopping experiences.

In view of this scenario, Rebecca Fischer, Co-founder and Chief Strategy Officer (CSO) of Divibank“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 ethics in the use of technology are still on the agenda, the growth in traffic, engagement and conversions makes clear: computational intelligence is paving the way for the future of online sales”, he says.