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Generative AI is quickly becoming a go-to research tool, driving more engaged—but still cautious—buyers.

According to new data from Adobe, traffic to U.S. retail sites from generative AI sources grew by 1,300% during the 2024 holiday season, with a 1,950% spike on Cyber Monday. This surge has continued into 2025, up 1,200% in February vs. July 2024.

Among 5,000 surveyed U.S. consumers:

• 39% used genAI for online shopping in 2024, with 53% planning to in 2025.
• 55% use it for product research.
• 47% seek product recommendations.
• 43% look for deals, 35% for gift ideas, 33% for shopping lists.

And visitors from GenAI tools recorded:

• 8% higher engagement (more time on-site).
• 12% more pages viewed per session.
• 23% lower bounce rate.

However, conversion rates lag—9% less likely to convert than traffic from paid search, email, or social. But, conversion rates are improving steadily since mid-2024, showing growing buyer confidence.

Still, GenAI users are actively researching, which is an opportunity to capture interest, even if conversions don’t happen immediately.

So, focus on well-structured content like guides, recos, and comparisons; use clear CTAs and frictionless paths to purchase, leverage personalization to retarget high-engagers, and watch those conversions improve.

Learn more from MarTech.

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If LinkedIn is central to your lead strategy, make sure to take advantage of Calendly’s new LinkedIn integration.

You can now add a direct booking link to your LinkedIn profile or messages to eliminate the back-and-forth of scheduling meetings with prospects and clients.

Add your Calendly scheduling link to your LinkedIn profile as a custom button or text link. Plus, share your scheduling link(s) from LinkedIn Messaging, including LinkedIn Recruiter and Sales Navigator toolbars

That means more booked meetings, fewer missed opportunities, and less resistance on the path to converting leads.

If you’re having oatmeal for breakfast today, scroll along.

Quaker Oats’ latest U.K. campaign, “Deliciously Ugly,” is saying the quiet part out loud: Oatmeal is kind of… unappetizing.

Created by Uncommon, the OOH ads feature intentionally unattractive, unretouched images of gloppy oatmeal with headlines like “Beige AF” and “Hot Mess.”

The campaign leans into British slang and humor, positioning Quaker’s oats as lovable despite their “fugly” appearance.

It builds on the brand’s earlier stunt—the viral “Porridge Dress” at London Fashion Week.

Across 40 ad placements, the campaign is a playful and refreshing answer to over-polished food imagery.