Gen AI referral traffic remains a negligible share of Fashion visits

Channel validation

0.4%

of US Fashion site visits come from Gen AI referral traffic — still the smallest of all tracked channels despite growing AI-driven shopping research (Jul 2023–Jul 2026).

Reader Note:: Gen AI accounts for 0.4% of Fashion visits, against 33.8% for the report's paid channels combined. The report pairs this share with a steep growth rate for the same channel, so the picture is fast growth from a share that still rounds to nothing. The channel mix in this table covers Direct, organic and paid search, organic and paid social, referrals, display and Gen AI.
Evidence:: Observed behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Statista Consumer Insights: two surveys (Global Consumer Survey and Consumer Insights Pulse), ages 18-64, in US/UK/Germany. Respondent counts: US Global=60,356 / Pulse=7,326; UK Global=23,343 / Pulse=7,309; Germany Global=35,911 / Pulse=7,309. Statista Market Insights: bottom-up modelling using historical ARPU adjusted by country/segment-specific drivers (no respondent sample — modelled, not surveyed).

Good for

Comparing yourself against a similar segment, and choosing what to test next.

Not for

Saying that one thing caused another, or predicting what you would get.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source never says how this number was measured.
Nobody counted this directly — it's a calculation. The publisher worked it out itself, or took the ad platform's word for what its ads achieved.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

Go deeper on this topic

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

Fixing your influencer marketing campaign: How to get into the top 10% of advertisers

11.4%

of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

21–26%

of consumers in the US, UK, and Germany report using AI tools to research products online, per Statista's 2026 Global Survey (Jul 2025–Jun 2026).

Gen AI referral traffic remains a negligible share of Fashion visits

Good for

Not for

Related cards

Go deeper on this topic