Artificial intelligence (AI) is profoundly transforming e-commerce. According to Adobe Analytics data, 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 progress marks the beginning of a new phase in the relationship between brands and consumers, where automation plays an increasingly strategic role.
In addition to the significant increase in access volume, the quality of the audience has also improved: visitors from automated interactions tend to view 12% more pages, demonstrate 8% higher engagement, and have a 23% lower bounce rate compared to users coming from traditional sources such as paid search or social media. The data indicates that these tools not only attract more audience but also qualify the traffic, increasing conversion chances and strengthening the purchase journey.
A survey conducted with 5,000 consumers reinforces the growing influence of AI-based solutions. According to Adobe, 39% of respondents have already used automatic generation tools for online shopping, 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%), highlighting that technology has become an important ally in the decision-making process.
Certain categories, such as electronics and jewelry, have benefited even more 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.
Given this scenario,Rebecca Fischer, co-founderandChief Strategy Officer (CSO)andDivibank, alert that the adoption of automation systems is no longer optional for digital retail. "The integration of advanced chatbots, machine learning-based recommendation engines, and customized interactive platforms has become essential for competitiveness. Although challenges such as data security and ethics in technology use are still under discussion, the growth in traffic, engagement, and conversions makes it clear: computational intelligence is paving the way for the future of online sales," he states.
