In June 2025, AI-powered platforms such as ChatGPT, Gemini, Perplexity, and others delivered 1.13 billion referrals to the top 1,000 global websites, marking a 357% year-over-year increase—according to Similarweb data. This dramatic growth signals a major shift in how users discover online content.
Despite this surge, Google Search remains dominant, contributing roughly 191 billion referrals during the same period—nearly 170 times more than AI channels.
ChatGPT Takes the Lead
Among AI referrers, ChatGPT accounts for over 80% of all AI-generated traffic to the top domains. This dominance highlights its central role in shaping users’ digital behavior and content discovery.
Content Categories Transforming Under AI
- News and media sites saw the greatest gains—AI referrals surged 770% year-over-year. Top AI sources included Yahoo (2.3M visits), Yahoo Japan (1.9M), Reuters (1.8M), The Guardian (1.7M), India Times (1.2M), and Business Insider (1.0M)
- E-commerce platforms like Amazon (4.5M AI referrals), Etsy (2.0M), and eBay (1.8M) also benefited significantly.
- In tech and social categories, AI referred millions to Google (53.1M), Reddit (11.1M), Facebook (11.0M), GitHub (7.4M), and others.
“Google Zero” and the Growth of AI Overviews
As AI-driven search tools gain traction, publishers are increasingly concerned about what they term “Google Zero”—search results pages that provide AI-generated summaries instead of links. A Pew survey found that when AI overviews appear, users clicked external links only 8% of the time—versus 15% when no summary was shown
This behavior has contributed to declines in organic search traffic, including:
- A 63% decline in fractional click-through rates for news-related searches.
- A 17% drop in traffic to news sites and 9% drop in e-commerce referrals.New York Post
Strategic Implications for Digital Publishers
- Optimizing content for AI: Publishers may need to craft content compatible with AI models to ensure citations or visibility within AI-generated overviews.
- Diversifying traffic channels: Reliance on traditional SEO is riskier—brands increasingly partner with AI platforms or explore direct engagement models.
- Adapting monetization strategies: Google’s new Offerwall tool, alongside licensing deals with AI platforms, provides alternative revenue streams as search-based visits decline.
📊 Snapshot Table
| Metric | June 2025 | June 2024 Comparison |
|---|---|---|
| AI Referrals to Top 1,000 Websites | 1.13 billion visits | Up 357% year-over-year |
| Google Referrals | 191 billion visits | Remains dominant |
| AI Referrals to News & Media | +770% growth | Rapid expansion |
| ChatGPT Share of AI Traffic | >80% | Leading platform |
Final Thoughts
While AI referrals are growing explosively and reshaping the way users find content, they remain far from replacing traditional search traffic volumes. Still, the shift is altering the dynamics of digital discoverability and putting pressure on publishers to rethink SEO, monetization, and content strategy in this AI-dominated age.
