The explosive rise of generative AI referral traffic

The integration of generative AI assistants — such as ChatGPT, Claude, CoPilot, and Perplexity — into the digital customer journey is revolutionizing consumer behavior across industries. According to Adobe research, from July 2024 to February 2025, web traffic from AI-driven referrals increased more than tenfold in the United States. AI referrals are rapidly closing the gap with traditional channels in conversion rates and revenue per visit. And surveys of US consumers Adobe conducted in September 2024 and February 2025 indicate they are growing more comfortable using generative AI to shape their decision-making. Here we explore key trends in AI adoption and the broader implications for how companies can capitalize on AI-powered consumer interactions.