AI-powered search platforms are growing fast, but still account for less than 1% of referral traffic, according to new data from enterprise SEO platform BrightEdge.

By the numbers. From January to August, AI-driven search referrals accounted for less than 1% of traffic.

  • Organic search remains the primary driver of conversions across industries.
  • AI search usage is still growing fast – with some platforms showing triple-digit month-over-month gains – but traffic isn’t translating into transactions.

Why we care. There’s been a lot of pressure to chase shiny new AI platforms. However, these numbers highlight the massive difference between hype and impact. AI search looks more like a research channel, while organic search drives conversions and growth.

What they’re saying. BrightEdge co-founder Jim Yu said:

  • “AI search is the fastest-growing channel we’ve ever tracked. But growth and quality are two different things. Organic search continues to outperform on conversions and remains the engine of digital growth. The most successful marketers aren’t choosing one over the other – they’re adapting for AI while doubling down on the organic strategies that have always driven results.”

About the data. BrightEdge’s analysis is based on thousands of search queries and top-performing websites – including many Fortune 100 brands – from January through August.

The report. AI Search Visits Surging in 2025

Search Engine Land is owned by Semrush. We remain committed to providing high-quality coverage of marketing topics. Unless otherwise noted, this page’s content was written by either an employee or a paid contractor of Semrush Inc.

Danny GoodwinDanny Goodwin

Danny Goodwin is Editorial Director of Search Engine Land & Search Marketing Expo – SMX. He joined Search Engine Land in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events. Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.


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Last Update: September 13, 2025