The most effective method publishers can really enhance their AI visibility is to obtain a licensing manage AI systems– specifically considering that publishers are unlikely to see similar referral website traffic to the pre-AI days, according to Semrush head of state Eugene Levin. The licensing bargains between authors and AI business usually guarantee publishers prominence in AI search engine result , helping them get in front of eyeballs with the acknowledgment.

Here’s current data that highlights the current state of AI search, and what it indicates for publishers.

Generative AI search systems are expanding

There’s no question that generative AI platforms are growing. Google still preponderates in regards to overall market share of search systems– ChatGPT is still tiny compared to Google’s 15 billion searches, about 5 billion of which trigger AI Overviews, according to Levin.

Here’s the year-over-year growth for major generative AI platforms when comparing desktop computer and mobile web check outs from September 2024 to September 2025, according to Similarweb information:

• ChatGPT expanded 90 3 % from 3 1 billion to 5 9 billion.
• Perplexity expanded 134 5 % from 72 3 million to 169 5 million.
• Claude grew 123 % from 70 4 million to 157 million
• Copilot expanded 169 2 % from 37 million to 99 6 million.
• Anthropic expanded 80 3 % from 7 1 million to 12 8 million
• Meta grew 42 3 % from 7 8 million to 11 1 million.

AI references are expanding– yet not bringing in notable website traffic

According to Similarweb data, huge news authors are seeing a year-over-year increase in referrals from generative AI systems (not including Google’s AI Overviews or AI Mode), though it still composes much less than 1 % of their total traffic.

From September 2024 to September 2025, AI referral web traffic expanded:

• 99 4 % at The New York City Times
• 173 % at CNN
• 213 6 % at Fox Information
• 503 9 % at Individuals
• 503 9 % at USA Today

The reference web traffic quantities vary month to month yet usually are trending up, claimed David Carr, elderly insights supervisor at information analytics company Similarweb.

SEOClarity has tracked over 16 5 million gos to from the top 4 AI internet search engine in the previous nine months, and estimates that every click driven by an AI search engine result is fueled by regarding 20 searches (from throughout various resources) by the AI system– which helps clarify the rise in recommendation website traffic some publishers are seeing.

According to SEOClarity’s “AI Browse Pattern Report” out last month , concerning 3 5 percent of all searches are happening on ChatGPT, and concerning 28 percent of ChatGPT AI feedbacks cite at the very least one resource.

In spite of the growth, AI web traffic isn’t driving conversions

Regardless of the fast growth, generative AI search platforms aren’t driving conversions (taking an action after going to a site, such as making a purchase or registering for an e-newsletter), according to data from BrightEdge Organic search is still the primary chauffeur for conversions. BrightEdge discovered that AI search represent much less than 1 % of referral traffic. The majority of those referrals are originating from ChatGPT. Google wasn’t consisted of in the survey.

AI search works as a research study network, with “near-zero” direct conversions tracked by BrightEdge, according to a record out last month. Nonetheless, this suggests that AI search might be important for top-of-funnel discovery for authors, who can transform target markets with direct channels.

Some authors are maintaining visibility in AI search

Publishers are frequently mentioned in 2 significant AI platforms (ChatGPT and Google AI Setting), in classifications such as organization and professional services, customer electronic devices, fashion and apparel, and financial solutions, according to Semrush data.

This reveals that these systems prioritize editorial material as resources, and publishers are showing up before generative AI search customers.

However the information also shows a substantial difference in exactly how generative AI platforms source details. For example, for business and expert services, ChatGPT primarily cites Reddit (141 2 %) and Wikipedia (151 9 %), with each referenced more than once per punctual typically. Industry-specific resources like TechRadar (29 83 %) and Forbes (23 82 %) likewise include plainly.

At The Same Time, Google AI Mode mostly cites LinkedIn (24 1 %), adhered to by Google’s own homes (21 9 %) and Yelp (21 4 %).

“Publishers play an important function in the authority of particular topics. AI needs to count on the authority of specific media outlets,” Levin stated.

However, as the research study shows, AI is most likely to draw info from user-generated content from sources like Reddit and YouTube. This describes, partially, why publishers are seeing much less recommendation web traffic overall, Levin stated.

“As the mix of resources have actually altered, conventional media business have actually obtained less website traffic,” he claimed. “It’s a redistribution [of referral traffic] because of AI … Reddit got extra [traffic growth] than all of the media business integrated [in the report] have shed.”