"We're entering the era of the agentic web. Four industries are seeing triple-digit growth in web traffic from LLMs like ChatGPT and Gemini, and the result is that brands are having to find new ways to convince us to buy what they're selling. In fact, instead of convincing us, brands have to convince AI, which will then tell us what options are best based on the information it has."
"Adobe just released a report based on more than 1 trillion visits to U.S. retail and other industry sites. Generative AI services are sending growing amounts of traffic their way: travel brands saw visits increase by more than 500%, financial services were up more than 260%, and tech/software site visits increased about 120%. But retail brands really exploded: traffic to retail sites referred by generative AI tools grew by about 693% year-over-year:"
"There's a reason for that, says Dave Anderson from ContentSquare. We've been telling machines to do things for us for decades, but what's changed is that we now have intent plus autonomy. In other words, instead of asking for information, we ask for outcomes. It's not: "what are good microwaves?" Rather, it is: "Find me a microwave that fits this space, arrives tomorrow, has decent reviews, fits my budget ... and don't make me think about it.""
Large language models are redirecting web traffic and increasing conversion rates by handling decision-making for users. Data based on more than one trillion U.S. site visits shows generative AI referrals surged across industries: retail referrals rose about 693% year-over-year, travel visits increased over 500%, financial services rose more than 260%, and tech/software visits grew about 120%. Traffic from AI converts into sales roughly 31% more often than traditional search clicks. User behavior now emphasizes intent plus autonomy, with requests for outcomes rather than information, shifting product-selection decisions to LLMs and forcing brands to adopt AI-first strategies and tools.
Read at Forbes
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