Artificial intelligence is becoming an increasingly influential force in online retail, with new data indicating that shoppers arriving at UK retail websites via AI tools are now more likely to make a purchase than those coming from traditional search engines.

According to figures released by Adobe, the conversion rate for AI-assisted shopping increased by 182 per cent year-on-year in May and has risen 543 per cent since January 2024. The conversion rate measures the proportion of shoppers who interact with AI-powered services, such as chatbots and virtual assistants, before completing a purchase.

The findings reflect a shift in how consumers search for products online. Rather than entering keywords into a search engine and comparing multiple results, many shoppers are now asking AI tools direct questions and receiving tailored recommendations, often accompanied by links to products.

Adobe also reported that traffic referred from AI platforms to retail websites grew 393 per cent during the first quarter of 2025 compared with the same period a year earlier.

Consumer research commissioned by the company found that 37 per cent of UK shoppers have already used AI assistants while shopping online. Product research was the most common use case, cited by 43 per cent of respondents, followed by product recommendations at 40 per cent.

Trust in the technology also appears to be growing. Around 65 per cent of AI users said they believed the tools provided accurate information, while 70 per cent reported that AI assistants had become their main source of product research before making a purchase.

The results suggest that AI is moving beyond experimentation and becoming a significant part of the retail buying journey, creating new opportunities for retailers to engage with consumers at the point of decision-making.