AI Traffic to Retail Is Up 393%. Here Is What That Means for Your Business | Vivek Pandya, Adobe

AI Traffic to Retail Sites Has Surged 393% — What Retailers Must Do to Win in Generative Search

AI-driven visits to retail sites have increased 393% year over year, shifting from an underperforming channel to one that now outperforms other marketing sources by 48%. This episode breaks down the data behind that rapid change and explores how consumer search and buying behavior is evolving as AI becomes central to discovery.

Vivek Pandya, Director of Adobe Digital Insights, explains how his team analyzes trillions of data points to surface actionable trends for enterprises. The conversation covers generative engine optimisation, machine-readability of content, and practical steps businesses must take to remain visible as AI alters search and conversion paths.

Key Topics Covered:

• Why AI traffic to retail sites is up 393% year on year and what drove the shift
• How AI-driven conversion moved from underperforming to outperforming by 48% in a year
• Why a third of online content is not machine readable and the implications for businesses
• What generative engine optimisation is and why it currently matters more than traditional SEO
• Differences in AI adoption perspectives between San Francisco and other regions
• The continuing importance of data storytelling as a business skill

Episode Timestamps:

00:00 Intro
00:21 What is Adobe Digital Insights and what does Vivek do
01:12 A trillion data points
02:18 How the data is processed and what enterprises are asking for
03:47 The biggest AI trends right now
06:04 What changed in consumer behaviour
07:35 How to set your business up for AI search success
10:24 What the data does not tell you
12:53 Where does Vivek's trust in AI start and finish
14:03 What speaks to Vivek about his role
15:19 How the job influences how he thinks outside of work
17:53 Living in San Francisco and what you learn being close to the technology
19:47 Why do you do what you do

About the Guest:

Vivek Pandya is the Director of Adobe Digital Insights and leads the team that analyzes large-scale data to identify trends in the digital economy. His work focuses on translating complex data into practical guidance for enterprises adapting to AI-driven consumer behavior and search.

About the Company:

Adobe Digital Insights aggregates and analyzes trillions of data points to help businesses understand shifts in online commerce, search, and consumer behavior. The group provides research and insights aimed at informing enterprise strategy in an evolving digital marketplace.