AI search traffic surged by 1300% in the 2024 holiday season: user engagement increased significantly

With the continuous advancement of artificial intelligence (AI) technology, AI search is significantly changing consumers' online search behavior. According to Adobe's latest research report, AI search has become an important source of traffic in the retail industry. The report is based on an analysis of data on more than 1 trillion visits to U.S. retail websites and a survey of more than 5,000 U.S. users.

Data shows that during the 2024 holiday season, AI search traffic surged by 1,300% compared with 2023, and this increase was as high as 1,950% on Cyber ​​Monday. Although this growth is due in part to the fact that AI search was in its infancy last year, its pace of development is still impressive.

In addition, users guided by AI search have increased their website residence time by 8% compared to traditional search users, the proportion of browsing different pages increased by 12%, and the bounce rate decreased by 23%. This suggests that AI tools may have more advantages in providing more relevant search results.

However, the promotion of AI search is not without its challenges. For example, Google's AI Overview (original search generation experience SGE) has caused controversy over providing wrong suggestions. Nevertheless, consumers' acceptance of AI search is gradually increasing, a trend expected to have a profound impact on the Internet ecosystem and may reshape the competitive landscape of search engines.