A new study of 391 SMB websites reveals that AI-driven referral traffic has surged by 123% in the last six months, with ChatGPT leading the pack —but Perplexity and Gemini are gaining ground in ecommerce and health. While AI Overviews and zero-click searches have raised concerns, should we be paying more attention to the traffic AI engines are actually sending? The share of AI referrals to organic traffic has jumped 130%, hinting at a potential shift in search behaviour. Are you seeing AI-driven traffic on your sites? If so, how are you adapting?
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