AI-Driven Traffic Skyrockets, Reshaping Search Engine Optimisation
Artificial intelligence platforms are no longer a future concept in search; they are actively driving a significant surge in web traffic. Recent analysis reveals a staggering 525% increase in AI-referred sessions over a five-month period, indicating a fundamental shift in how users discover and interact with online content. This rapid evolution is compelling businesses to rethink their SEO strategies to remain visible in this new landscape.
Key Takeaways
AI-referred sessions have surged by 525% between January and May 2025.
Some SaaS sites now receive over 1% of their total sessions from AI platforms.
High-consultative industries like Legal, Health, and Finance are leading AI traffic adoption.
ChatGPT remains dominant, but Perplexity, Copilot, and Gemini are gaining traction.
SEO strategies must adapt to AI's 'instant surfacing' capabilities, moving beyond traditional ranking factors.
The AI Traffic Explosion
Analysis of 19 Google Analytics 4 properties by Previsible shows a dramatic increase in traffic from AI platforms such as ChatGPT, Perplexity, Claude, Gemini, and Copilot. Total AI-referred sessions jumped from 17,076 to 107,100 between January and May 2025, marking a 525% year-over-year increase. This surge is particularly pronounced in sectors requiring complex information, with Legal, Finance, SMB, Insurance, and Health accounting for 55% of all LLM-driven sessions.
A New Era for SEO
The traditional SEO playbook, focused on optimisation, waiting for crawls, and ranking, is becoming obsolete. AI models do not adhere to these traditional cycles. Instead, they prioritise content that is immediately useful and clearly answers user queries. This has led to what is being termed the "instant surfacing era," where content can be discovered by AI before it even ranks in traditional search engine results pages (SERPs).
Industry-Specific Impact
While ChatGPT continues to be the primary driver of AI traffic, other platforms are carving out significant niches. Perplexity shows surprising strength in Finance, SMB, and Legal sectors, while Copilot is making inroads in Legal and Finance. Gemini is emerging in Insurance and SMB, indicating a diversifying AI traffic landscape. This necessitates a multi-model optimisation approach for businesses aiming for visibility.
Adapting to the AI Shift
To navigate this evolving search environment, businesses must take immediate action:
Track LLM-Driven Sessions: Implement tracking mechanisms, even if imperfect, to understand AI referral patterns.
Structure Content for AI: Optimise content with clear, scannable formats like bullet points, FAQs, and concise summaries.
Shift Mindset to Selection: Focus on becoming the chosen answer for AI models, prioritising relevance, clarity, and trust signals.
Prepare All Content: Ensure product pages, help docs, and other touchpoints are AI-ready, fostering cross-functional alignment.
SEO is not dying but evolving into two distinct tracks: traditional search and AI-driven discovery. Early adopters who adapt quickly are poised to maintain visibility and gain a competitive advantage.
