Shoppers in the UK who arrive at retail sites via AI tools are now more likely to complete a purchase than those who arrive through traditional search engines, and the gap is widening fast.

Adobe, which has tracked AI referrals to retail sites since August 2024, recorded a 543% rise in the UK AI shopping conversion rate between January 2024 and May 2025, with year-on-year growth of 182% in May alone.

The mechanism behind the shift is straightforward. Traditional search requires a shopper to........

© The News International