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

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

From The AI Why with Liam Lawson by Liam Lawson

May 28, 2026 · 27 min

About this episode

Liam Lawson interviews Vivek Pandya about the significant increase in AI traffic to retail and its implications for businesses.

AI traffic to retail sites is up 393% year on year. A year ago, that traffic was underperforming every other marketing channel. Now it is outperforming all of them by 48%. And most businesses have no idea how to capitalise on it. Vivek Pandya, the Director of Adobe Digital Insights, leads the team that analyses trends across trillions of data points to help enterprises understand where the digital economy is heading. In this episode, Liam sits down with Vivek to break down the biggest shift happening in consumer behavior right now, why generative engine optimisation is the most important opportunity since social media, and what businesses need to do today to stay visible as AI changes how people search and buy. Topics covered: Why AI traffic to retail sites is up 393% year on year, and what drove the shift How consumer conversion through AI channels went from underperforming by 38% to outperforming by 48% in one year Why a third of all content on the internet is not machine readable right now and what that means for your business What generative engine optimisation is and why it matters more than SEO right now The difference between how San Francisco thinks about AI adoption…

People in this episode

Host: Liam Lawson

Guest: Vivek Pandya

Topics covered

Keywords

Mentioned in this episode

Organizations: Adobe, Adobe Digital Insights

More episodes of The AI Why with Liam Lawson

Explore listener stats, chart rankings, contacts and more on the The AI Why with Liam Lawson podcast page.