How traffic is shifting to AI chatbots—and where savvy brands can still reach audiences.
Search Habits Are Evolving—Fast
Browsing in 2025 isn’t what it used to be. While Google and Bing still dominate, more folks are turning to AI chatbots like ChatGPT, Perplexity, and Gemini for direct answers.
In June 2025, AI chatbots grabbed 5.6% of U.S. desktop search traffic, more than double the share from just a year earlier The Wall Street JournalThe Outpost AI. And among early adopters of AI chat, the story is even more dramatic—with around 40% of their desktop searches going to these tools The Wall Street JournalThe Outpost AI.
What This Means for Brands
This shift isn’t just about numbers—it’s about visibility:
- Less clicks to websites. AI answers appear directly in chat interfaces, bypassing traditional search results and reducing web traffic and brand exposure The Wall Street JournalNew York Post.
- AI becomes the gatekeeper. Users now often consider the chatbot response the final answer—not a starting point.
- Opportunity to show up in results. Platforms like Perplexity are experimenting with ads and citations within AI-generated responses Barron’s.
How Brands Can Still Reach Users
Even as platforms evolve, brands can adapt and win:
1. Create for AI—snappy, complete, and clear
Optimize your content for AI retrieval by:
- Starting with a direct answer to common questions
- Using structured formats like FAQs and bullet lists
- Adding schema or metadata when possible
These help AI systems index your content for citation.
2. Monitor AI visibility
Start tracking how often your content appears in AI responses—even if there’s no click. Tools are emerging that help brands measure “AI search share” and citation frequency BenzingaBusiness Insider.
3. Balance your strategy
Traditional search still matters—especially on mobile—but AI chat is growing fast. Blend link-based SEO with AI-optimized content to stay visible across both paths.
Why It Matters
This trend represents a deeper shift in how people search—from browsing links to accepting answers. Semrush projects that by 2028, AI search could bring more traffic than traditional search on some topics Semrush. That makes now the moment to future-proof your brand visibility.
Quick Summary
- AI chat now handles 5.6% of desktop searches—and is growing fast.
- Early adopters already see 40% of their searches go through AI chat tools.
- Brands need to optimize for citations, measure AI appearances, and maintain a balanced search strategy.
