A 12-month benchmark (September 2025 to August 2026) of referral traffic from AI assistants (ChatGPT, Claude, Gemini, Perplexity, Copilot and similar) compared with organic search, using Google Analytics 4 data from 95 websites (66 meeting volume thresholds; 63 with recorded organic conversions). Key findings: organic search delivered 39 times more sessions than AI assistants (2,825,594 versus 72,095). AI referrals equalled 2.6% of organic sessions. AI sessions converted 1.18x as well as organic search (7.18% versus 6.08%), with wide variation by customer type: B2C 1.51x, Mixed 1.46x, B2B Services 1.21x, B2B Products 0.62x. AI referral volume rose 36-39% across customer segments after ChatGPT began showing brands as clickable inline links in May 2026. Growth in AI referrals correlated with growth in organic traffic (r = +0.53 after controls); no support was found for a "billboard effect" on direct traffic. A 5% improvement in organic performance would add more conversions than doubling AI referral traffic. The record contains the paper (method, results, limitations) and the aggregated dataset with site identities removed and replaced by an index number and customer type. The web version is at https://www.seoworks.co.uk/downloads/ai-referral-traffic-benchmark/
No takes yet. Share an insight, caveat, or question.
Works et al. (2026) studied this question.
Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context: