ChatGPT and Search: What We’re Seeing So Far & How to Respond

There’s been plenty of talk about whether ChatGPT (and other AI assistants) will eventually

replace Google search. The reality, at least for now, is more nuanced. Based on data we’ve collected across clients in industries ranging from online education to SaaS to non-profits, ChatGPT is certainly emerging as a competitor, but it’s still a long way from displacing search as the dominant source of traffic.

What the Data Shows

When we compare traffic from ChatGPT to traditional paid search:

• Volume: ChatGPT currently represents just 0.5% of all combined ChatGPT + paid search landings.

• Value: It accounts for 1.2% of valuable actions (registrations, donations, purchases, etc.).

• Conversion Rate: Interestingly, conversion rates from ChatGPT are higher than those from standard search campaigns. Our working theory: AI-driven answers filter out less-qualified users who might otherwise click and bounce after realizing the product or service wasn’t what they thought.

Interestingly, this trend was present for every client we assessed, with only slight differences in the numbers despites the various industries represented. So, while ChatGPT is driving some quality traffic, it’s still only a small slice of the pie compared to Google search.

Where Things Are Headed

It’s fair to expect this share to grow. As more users turn to AI assistants for answers, traffic driven by these tools will expand. Networks are already racing to integrate their own AI strategies, with mixed results (Meta’s recent adjustments to their AI strategy). But at this moment, ChatGPT is not commanding enough traffic volume to justify major budget reallocations.

What You Should Do Today

Instead of shifting spend, we recommend positioning your brand to increase the likelihood of being mentioned in ChatGPT’s answers when users ask about your product or service category. You can do this by:

• Ensuring your website clearly explains your offering in plain, structured language.

• Publishing high-quality, authoritative content that aligns with the kinds of questions your prospects ask.

• Keeping technical SEO in check so models (which crawl many of the same sources as search engines) can easily parse your content.

• Monitoring how your brand is referenced in AI outputs and adjusting content to improve representation.

ChatGPT and Search: For the Moment

ChatGPT is already influencing consumer journeys, but the numbers show it’s not yet a dominant traffic driver. Higher conversion rates suggest promise, but until the volume meaningfully scales, most businesses should view AI-driven traffic as a complement to, not a replacement for, paid and organic search.

The smart move today is to lay the groundwork so your brand shows up in AI answers, while continuing to invest in the proven scale of search and other channels.