According to data released by Adobe Analytics for May, consumers in the US who use AI tools like ChatGPT and Gemini for shopping advice are spending more money online and spending more time on retail websites. Visits to retail websites coming from AI tools increased by 138 per cent in May compared with the same period last year, marking the largest share of AI-driven retail traffic since tracking began in October 2024. Shoppers arriving through AI-generated recommendations are more likely to make purchases than those from traditional sources, and visitors from AI recommendations generated 53 per cent more revenue per visit than shoppers from conventional channels. However, ChatGPT has been criticized for recommending scam websites that mimic defunct brands, such as cloned sites of Russell and Bromley, raising concerns about AI's potential to guide users towards fraud. Vivek Pandya, Director of Digital Insights at Adobe, noted that retailers whose products are recommended by AI systems can provide more personalised experiences, helping turn recommendations into sales.