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AI-powered search is yielding better results than traditional platforms like Google or Bing. Photo: Cult of Mac . |
According to new research from Adobe, AI-powered search has become a crucial traffic channel for retailers.
Specifically, the report analyzed “over 1 trillion visits to retail websites in the US” through the platform, and also conducted a survey with “over 5,000 respondents in the US” to better understand how users utilize AI.
Survey results indicate that traffic from AI-powered search surged 1,300% during the 2024 holiday season compared to 2023. These are significant growth figures and were somewhat predictable, especially given that the demand for AI chatbot-based search is still in its infancy.
What's even more interesting are the interaction metrics. Users navigated by AI, compared to conventional search sources like Google or Bing, tend to stay on the website 8% longer, browse other pages 12% more often, and are 23% less likely to leave.
The Verge suggests this demonstrates that AI tools may be directing users to more relevant websites than traditional search.
Adobe's survey of 5,000 consumers also showed that 39% use AI-powered search for online shopping, 55% use it for research, and 47% use it to find shopping suggestions. These are "dream" statistics for advertisers.
Although platforms like Perplexity and Google have integrated advertising, OpenAI CEO Sam Altman said that adding ads to ChatGPT would only be considered a "last resort".
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