Traffic from AI agents is beginning to appear in ecommerce analytics, but it isn’t yet shifting the metrics in a significant way, according to Dell’s ecommerce lead. Dell is registering more visits from platforms such as ChatGPT, Perplexity and Claude, said Breanna Fowler, head of global consumer revenue programs. The uptick is visible, but uneven and still relatively minor in terms of overall impact. The company remains in an experimental phase when it comes to plugging into LLM-powered shopping journeys. Current work centers on early proof-of-concept projects and internal debates about the longer-term role these systems should play. So while AI-driven traffic exists, it hasn’t yet turned into a compelling performance story.
Agentic AI is sending visitors, but not delivering strong results. Dell is seeing more sessions from AI-based sources, yet those visits are not converting at the same rate as other acquisition channels. Fowler characterized the growth as noticeable but not “earth-shaking,” which mirrors what many other organizations report. There is interest and initial engagement, but not enough predictability to treat it as a dependable revenue stream. This disconnect between traffic and outcomes indicates that AI agents are still operating mainly at the top of the funnel, shaping discovery more than actual purchases. It also helps explain why brands are still in test-and-learn mode instead of locking into a firm strategy.
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