Adobe’s latest look at AI-driven traffic suggests marketers may need to retire one of their favorite coping mechanisms: insisting that AI referrals are interesting but somehow not ready for prime time. According to Adobe Digital Insights, AI traffic is now arriving in larger numbers, staying longer, buying more and generally behaving like the sort of audience media buyers have spent years promising clients they could find.
Traffic Is Growing Up Fast
AI-referred visits surged across every major category Adobe tracked in the second quarter. Travel led the charge with 194% year-over-year growth, followed by retail at 138% and financial services at 105%. Adobe's consumer survey found that 54% of consumers say they are using AI more often and 58% had used AI within the previous week.