Adobe

Adobe projects that traffic to US retail sites driven by generative AI tools will surge 130% during the upcoming holiday shopping season, as more consumers turn to chatbots and AI assistants for product research, gift ideas and deal-finding. The forecast underscores how quickly AI referral traffic is becoming a meaningful retail channel, and retailers are being urged to prepare their sites and marketing for AI-mediated shoppers.

Adobe projects US online holiday sales of $275.1 billion this season, with traffic referred by AI tools such as chatbots and shopping assistants expected to jump 130% year over year. The forecast signals that AI-powered discovery is becoming a meaningful channel for retailers during peak shopping season, alongside traditional search and email referrals.

Adobe has published a report examining how prepared travel and hospitality companies are to adopt artificial intelligence. The piece looks at where the industry stands on AI adoption, the gaps between leaders and laggards, and what businesses must do to keep pace as travellers increasingly expect AI-driven personalisation and service across booking and guest experiences.