In 2025, agentic commerce had a breakout year for delivering web traffic to online retailers — but its four-digit growth year over year left open questions about artificial intelligence (AI)-powered discovery’s ability to sustain that growth as well as boost conversion.
New data from Adobe Digital Insights appears to address these questions, at least for the first quarter in 2026. And conversion from AI traffic sources appears to be improving. In fact, the relationship between AI-referred visitors and non-AI traffic has flipped, according to Adobe’s analysts.
Adobe operates an ecommerce platform and offers site design and development, along with web analytics and more. More than 130 of the Top 2000 online retailers in North America use Adobe’s ecommerce platform. In addition, more than 100 use it for site design, and more than 200 use it for web analytics.
Is AI conversion for ecommerce getting better?
As of March 2026, Adobe observed that AI-driven traffic to retailers’ websites converted 42% more often than traffic from non-AI sources. That was a reversal from one year earlier, at which point visitors from AI sources were converting at almost half the rate associated with non-AI traffic, according to Adobe’s new report.
Ultimately, the company sees this development as evidence that AI assistants are gaining utility beyond web browsing and becoming more effective at driving purchases.
Moreover, Adobe cited its own survey data, which indicated that “79% of consumers using AI for online shopping agree they feel more confident in a purchase after using an AI assistant.” Meanwhile, 69% of those surveyed said they were “less likely to return an item they bought with the help of an AI assistant.”
Other findings about AI-referred visitors
Adobe’s data from March highlighted other dynamics as well. As the volume of AI-driven traffic to retailers’ websites grew by 393% year over year in the first three months of 2026, Adobe also found that visitors associated with AI referrals were less likely to bounce, remaining engaged at a level that was 12% higher than visitors from non-AI referrals.
Additionally, those AI-associated visitors tended to spend 48% more time on retailers’ sites than their non-AI-associated peers in March. As they did, those visitors from AI sources also viewed 13% more pages per visit.
Importantly, retailers appeared to be able to sell more to these AI-associated visitors as well. The revenue per visit (RPV) that Adobe recorded for those visits was 37% higher than what it observed for non-AI traffic.
For context, March’s 393% increase in AI-associated traffic was down from the 673% year-over-year increase seen in December 2025. Additionally, December 2025’s result was up 1,151% from October 2024.
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