Traffic from AI agents is starting to show up in e-commerce analytics. It just doesn’t move the numbers significantly yet, according to Dell’s head of e-commerce.
Dell is receiving more visits from platforms such as ChatGPT, Perplexity and Claude, according to Breanna Fowler, manager of global consumer revenue programs. The increase is notable, but inconsistent and relatively small in terms of impact.
The company is still in testing mode when it comes to integrating LLM-focused procurement. Efforts are focused on early proof-of-concept work, as well as internal discussions about the role these systems should play in the longer term.
So even though the traffic is there, it hasn’t translated into clear performance.
Agentic AI sends traffic but doesn’t generate results
Dell is receiving more sessions from AI-based sources, but these sessions are not converting at the same level as other channels.
Fowler described the growth as measurable but not “earth-shattering,” which is what many teams are seeing. There is curiosity and early engagement, but not enough consistency to count on a source of income.
This gap between traffic and results suggests that AI agents are still at the top of the funnel, influencing discovery more than transactions. This also explains why companies continue to experiment rather than commit to a defined strategy.
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AI agents are more like aggregators than storefronts
Currently, agentic AI behaves more like a layer on top of existing e-commerce systems. Fowler compared it to aggregator platforms, where users explore options and narrow down their choices before making a purchase elsewhere. This trend is reflected in the way people use these tools today.
AI agents are good at summarizing options and guiding early decisions, but they are not yet reliable environments for transacting. This dynamic is unlikely to change quickly, especially for more expensive purchases.
For all the attention on AI, the basics haven’t changed. Fowler highlighted on-site search as the most important factor in e-commerce performance. If customers can’t find products quickly and easily, everything else becomes secondary.
“If I can’t find your products easily and effortlessly, without tons of content or configuration capabilities, no one really cares,” she said. 360 digital commerce.
This applies whether the entry point is a search engine, a direct visit, or an AI-generated recommendation.
AI discovery can reward different signals
Dell’s performance in AI-based discovery surfaces adds an interesting twist.
The company ranks well in these environments even though it is not one of the largest e-commerce players, suggesting that AI systems may prioritize different signals than traditional search.
This could include how product data is structured, how content is presented, or how often a brand is externally referenced. For marketers, this introduces a new level of optimization, even though the fundamentals of discoverability remain the same.
