The data: Most US retail websites are not fully optimized for AI visibility, according to Adobe’s AI Content Visibility Checker.

By the numbers:

• The average score for US retail homepages was 75%, indicating that roughly one-quarter of the content on those pages is unreadable by AI crawlers.
• Category-level pages scored 74%, indicating a similar level of unreadability.
• Individual product pages came in lower, at 66%.

What it means: The findings suggest that most retailers are currently ill-prepared to manage a shift to AI platform-led discovery. As AI platforms reshape how people discover products, they may surface different formats and content types compared with traditional search. Companies that leave sizable chunks of content unreadable for LLMs—especially on product pages—risk being less visible as consumers rely more heavily on ChatGPT, Gemini, and other platforms for shopping research and recommendations.

Adobe’s investigation also reveals a sharp divide between AI-ready retailers and the rest of the landscape. The best-performing companies had average scores of 82.5% on their homepages, compared with 54.2% for the lowest-performing. While AI commerce is still in the early innings, retailers that are slow to reformat their sites could lose ground to faster-moving competitors.

Recommendations for retailers: Updating hundreds or thousands of web pages to be readable to LLMs can be daunting, but it’s necessary to stay relevant in an era of AI discovery. Retailers should prioritize high-visibility areas like product pages and homepages to ensure that information delivered to shoppers in AI chats is accurate and to maximize their chances of appearing in shopping-related conversations.