Artificial intelligence (AI) is profoundly transforming e-commerce. According to Adobe Analytics data, the traffic to retail websites 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, where automation plays an increasingly important strategic role
In addition to the significant increase in access volume, the quality of the audience also improved: visitors from automated interactions tend to view 12% more pages, present 8% more engagement and record a 23% lower bounce rate compared to users coming from traditional sources, how to search for paid or social networks. The data indicates that these tools not only attract more audience, but they qualify the traffic, increasing conversion chances and strengthening the purchase journey
A survey conducted with 5.000 consumers reinforce 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%) intend to adopt this practice still in 2025. Among the most sought-after features are product search (55%), item recommendations (47%), promotions (43%), ideas for gifts (35%) and creation of shopping lists (33%), highlighting that technology has become an important ally in the decision-making process
Certain categories, like electronics and jewelry, have benefited even more significantly from this transformation. Products that require a higher degree of analysis and comparison have higher conversion rates when the customer's first interaction is mediated by intelligent resources. This behavior indicates a trend towards consumption more driven by personalized recommendations and more sophisticated shopping experiences
In light of this scenario, Rebecca Fischer, co-founderandChief Strategy Officer (CSO)andDivibank, warning that the adoption of automation systems is no longer optional for digital retail. The integration of advanced chatbots, machine learning-based recommendation mechanisms and personalized interactive platforms have become essential for competitiveness. Although challenges such as data security and ethics in technology use are still on the agenda, the growth in traffic, in engagement and conversions it makes clear: computational intelligence is paving the future of online sales, affirms
