AI search drives less than 1% of referrals, organic still dominates: Data

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