The scale of the shift
Shopping-related searches on generative AI platforms grew *,*** per cent between **** and ****, according to the McKinsey and Business of Fashion “State of Fashion ****” report. That growth has translated into real commercial impact: Adobe**;s Q* **** analysis, drawn from more than * trillion US retail visits, found that shoppers referred by AI agents convert ** per cent better than human-driven traffic with fashion showing the single biggest year-over-year swing in conversion rate of any retail vertical.
The volume of that AI-driven traffic is also compounding fast. Adobe separately reported *** per cent year-over-year growth in AI-driven traffic to US retailers in Q* ****, while its Black Friday **** data showed AI-driven retail traffic up *** per cent year-over-year for that shopping period specifically. Salesforce data cited in the same report found that retailers with AI agent integrations saw *x sales growth during Cyber Week **** compared with retailers that had none.
Which fashion brands are already live
