Alarming numbers for Google

New data from Adobe shows that users searching with AI tend to stay on a site longer and view 12% more content than traditional referrals from Google or Bing.

AI search is giving better results than traditional platforms like Google or Bing. Photo: Cult of Mac .

According to new research from Adobe, AI-powered search has become an important traffic channel for retailers.

Specifically, the report analyzed “more than 1,000 billion visits to US retail websites” through the platform, and conducted a survey with “more than 5,000 US respondents” to better understand how users use AI.

The survey results indicate that visits from AI search have skyrocketed 1,300% during the 2024 holiday season compared to 2023. These are significant growth numbers and somewhat expected, especially when the demand for searching through AI chatbots is still in its infancy.

What’s more interesting is the engagement metrics. Users guided by AI, compared to regular search sources on Google or Bing, tend to stay on the site 8% longer, browse other pages 12% more, and are 23% less likely to “bounce.”

The Verge suggests this proves AI tools may be directing users to more relevant websites than traditional search.

Adobe’s survey of 5,000 consumers also found that 39% use AI search to shop online, 55% use it for research, and 47% use it for shopping recommendations. These are “dream” statistics for advertisers.

While platforms like Perplexity and Google have integrated advertising, OpenAI CEO Sam Altman said he would only consider adding ads to ChatGPT as a “last resort.”