In June 2025, AI platforms referred more than 1.13B visits to the top 1,000 websites—a jaw-dropping 357% YOY increase. And while Google Search still dwarfs that with 191B referrals in the same time frame, the trajectory is clear: AI platforms are becoming real players in the web traffic game.
ChatGPT alone accounts for more than 80% of all AI referrals to major websites. And some verticals are already feeling the impact. News and media sites, for example, saw a 770% jump in AI-driven traffic since June 2024.
Publishers are now prepping for a not-so-hypothetical “Google Zero” future, where AI overviews replace traditional search traffic.
Similarweb / Tech Crunch
6 Smart Moves to Win AI Referral Traffic
1. Make Your Site Easy for AI to Read
AI tools scan websites kind of like search engines do. If your site loads slowly, is hard to navigate, or is missing links between pages, those tools might skip over your content. Speed things up, keep things clean, and make sure every page connects to others on your site.
2. Answer Real Questions People Are Asking
AI users don’t type like Google users. Instead of “SUV towing capacity,” they ask things like “What’s the best SUV under $50K for towing a boat?” Your content should answer questions like that. Use tools like ChatGPT to find common questions and write posts or pages around them.
3. Show You Know What You’re Talking About
Want to be taken seriously by AI? Then prove you’re the expert. That means adding stats, expert advice, quotes, real-world examples, or comparisons. The more useful and trustworthy your content looks, the more likely AI is to feature it.
4. Get Your Name Out There
AI tools are more likely to notice and recommend your content if your dealership is mentioned on other websites. Think of it like digital word-of-mouth. That could mean being featured by an industry partner, co-authoring content, or being quoted in an article.
5. Make Your Content Skimmable
AI tools love structured content. So, break up your content with H2 or H3 headings, bullet points, and numbered steps so it’s easy to grab and share.
6. Customize for Each AI Tool
Not all AI platforms work the same way. Some favor comparison lists, others highlight direct answers. Try searching your key topics on the big three—ChatGPT, Perplexity, and Gemini—to see what shows up and then tailor your content accordingly.
Tracking Traffic Like a Pro
If you're using GA4, create a custom channel group for AI referrals to compare against organic search. Tag traffic from ChatGPT, Perplexity, Copilot, Gemini. Drill down by landing page, query type, time-on-site, and conversion metrics.
This drill-down helps you see which content styles perform best, and which AI platforms provide the most value.
The Bottom Line
AI-driven referrals may still be small compared to traditional search, but the acceleration is unmistakable. As AI becomes a core discovery mechanism, smart dealerships will build a presence where consumer questions are being asked—and answered—by AI tools.
Google’s grip on search isn’t going away overnight. But AI platforms are already shifting user behavior. And the earlier you optimize for it, the more you stand to gain.
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