ChatGPT drives 40%-60% of traffic, ushering in the era of instant SEO

Over the past year, we have been discussing how AI might transform search. Today, that era has ended. This is no longer a hypothetical discussion; we are witnessing a quantifiable transformation in web traffic patterns.

At Previsible, we analyzed Large Language Model (LLM)-driven traffic across 19 GA4 properties and discovered an undeniable fact: AI platforms like ChatGPT, Perplexity, Claude, Gemini, and Copilot are already influencing how users discover and access websites.

This is not a theory, but real traffic data.

• In just five months, the total number of AI-recommended sessions surged from 17,076 to 107,100.

• Between January and May 2025, the increase was as high as 527%. In some SaaS websites, over 1% of sessions already come from LLMs.

• In verticals such as law, health, and finance, traffic from platforms like ChatGPT and Claude is doubling or even tripling.

Every time the rules change, early adopters tend to win. This time is no exception, only the pace of change is faster. So the question is not whether AI is changing your traffic composition, but how much impact it has already had without you noticing.

Set UTM parameters for AI platforms, monitor unexplained traffic spikes in direct traffic, and mark content presented in ChatGPT or Perplexity.

Pay attention to brand search surges related to AI exposure, and start tracking mention volume rather than just click volume. Attribution may not be perfect, but waiting for standardized reports will only make you miss the wave.

LLMs prefer concise, clear, and easily scannable content, such as bullet points, refined introductions, FAQ sections, and high-quality summaries.

If curated summaries were SEO 2.0, this is 3.0. Answers need to play a role in model responses, not just on result pages.

The key is not to rank first, but to become the answer chosen by the model to be presented. This means relevance, clarity, and trust signals are more important than ever.

Audit content cited or linked by AI platforms, and develop a strategy to become the preferred information source in your field. Otherwise, your competitors will get ahead.

Product pages, help documents, onboarding processes—every touchpoint can now be presented in AI conversations. SEO, content, user experience, and product teams need to collaborate cross-functionally to ensure the entire website is conversation-ready.