“As a result, the figures for the use of GenAI driving online shopping were higher as well, indicating increased consumer interest in using generative AI-powered chat services and browsers as online shopping assistants. However, this AI-driven traffic still remains much smaller than other channels like email or paid search, Adobe noted…Another growing channel for driving retail clicks this year involved social media influencers, who drove 19.9% of U.S. online retail sales during the event. That figure was up 15% year-over-year, and data indicated that influencers converted shoppers into making purchases 10 times more effectively than social media overall.”
