Early AI referral traffic is rising, but it’s still a small slice of the pie. Here’s how to interpret the data, monitor visibility, and shape your strategy without overreacting.

A recent post from *Search Engine Land highlighting Previsible’s 2025 AI Traffic Report has brought some interesting insights to light. The headline stat? AI platform referral traffic (from tools like ChatGPT, Perplexity, Claude, and Gemini) surged by 527% across 19 GA4 properties between January and May.

That’s a compelling signal. But like any emerging trend in search and content strategy, taking a deeper look and adding some context makes it more impactful.

At Hive Digital, we’ve seen this kind of moment before, whether it was mobile-first indexing, the rise of voice search, or the zero-click era. But like the evolutions of search days gone by, it’s generally best not to panic or lean into overcorrection. Instead, let’s apply some critical thinking and discernment, and see how we can make the most of these learnings to improve our processes and tactics when it comes to AI search and LLM optimization.

What the Data Tells Us, and What It Doesn’t

We appreciate the work done by the Previsible team to quantify this early trend. A 527% increase in a few months is no small jump. But, it’s also important to note that the dataset spans just 19 websites. That’s a very focused and relatively small sample size in the grand scheme of the web.

Still, these kinds of focused reports offer great directional insight, especially for verticals like SaaS, Legal, and Health industries, where AI platforms are already handling complex, contextual questions from users at various stages of the search funnel.

For most other industries, though? These numbers should be seen as early indicators, not absolutes. AI traffic is growing, but it is still a relatively small piece of the overall traffic pie for most websites. By paying attention to what we’re seeing in this data set, we get a good idea of what to look for and are more prepared to pivot as needed.

What We’re Seeing in the Field

At Hive Digital, we’re actively testing and tracking how client content is showing up in AI Overviews, LLM citations, and conversational results. And while traffic from AI platforms is still modest, we’re seeing growth in impressions that suggests visibility is shifting, particularly for informational and research-style content.

We’re also watching how those shifts correlate with traditional SEO KPIs, like branded search volume, click-through rates, average position, and the now-common “more impressions, fewer clicks” pattern we’re seeing in GA4 and GSC data.

The search landscape is evolving. But not evenly, and not for every industry in the same way.

Different Site Types, Different Impacts

It’s easy to talk about AI-driven discovery as a blanket trend. But the impact varies wildly depending on your industry and how people search for you.

Informational Sites and Affiliate Content

These are likely to feel the impact most acutely. AI tools can synthesize content and answer simple or redundant questions without sending users to the source. If your site is built around generic info, it may be time to differentiate with original assets, expert input, or deeper multimedia content.

E-commerce Sites

We’re seeing both opportunity and threat in the e-commerce space. AI might surface top products and brands, bypassing smaller sellers. But there’s also potential to enhance internal discovery, personalization, and AI-assisted customer service to improve on-site experiences and conversions.

Local and Service-Based Businesses

Visibility for local and service-based businesses may rely less on classic SEO and more on accurate, structured business data across platforms. While users may use AI to find “a good plumber near me,” the tools are still pulling from sources like GBP, Yelp, and local directories. Schema, reviews, and local engagement still matter. AI cannot replace what locals are saying, even if it might try to aggregate it.

YMYL (Your Money or Your Life) Sites

Think Legal, Finance, and Health. These industries are seeing early AI visibility, but the stakes are higher, and so are the risks of misinformation or hallucinated answers. It’s crucial here to double down on E-E-A-T, structured content, and clear author attribution. AI should enhance expert-driven content, not replace it.

How to Respond (Without Overcorrecting)

This isn’t the moment to overhaul your strategy overnight. But it is a great time to take a clear-eyed look at your current approach and ask: Are we keeping up with how discovery is evolving?

At Hive Digital, we’ve been tracking these changes closely, not just in theory, but through real-world testing, experimentation, and hands-on client strategy. 

Here are a few tips to keep in mind while moving forward:

Visibility Signals Matter, Even If They’re Imperfect

Traffic attribution from LLMs is still murky, but that doesn’t mean you should ignore it. Whether it’s observing citations in Perplexity, flagging when your content appears in ChatGPT or Gemini, or noting correlation between direct traffic spikes and new AI experiences, look for directional insights. They’re early signals of how discoverability is shifting, and they’ll become your competitive edge if you’re paying attention now.

Structure Content for Clarity, But Keep the Human Voice

Yes, AI models tend to favor organized, direct content. But that doesn’t mean dumbing things down or writing solely for the machine. Focus on making your content easy to scan, easy to cite, and easy to trust, while still connecting with the people reading it. Over-optimized content may get surfaced more often, but if it’s bland or lifeless, it won’t convert or build loyalty.

Let AI Enhance Your Team, Not Replace It

AI is incredibly useful for speeding up research, analyzing data, outlining new ideas, and identifying blind spots in existing content. But it’s not a substitute for subject matter expertise, brand nuance, or strategic decision-making. The real opportunity lies in using AI to enhance your team’s workflows, not eliminate the people behind them.

Audience Understanding Is Still a Strong Foundation

The platforms and formats may change, but audience insight remains your most important asset. Don’t just monitor keywords, immerse yourself in the questions your audience is asking. Tap into Reddit threads, TikTok comments, longform Quora answers, and even your support tickets. That’s where the next wave of content opportunities is hiding, not in the tools, but in the people using them.

Consider the Bigger Discovery Picture

While AI discovery is gaining traction, it’s only one part of today’s broader digital ecosystem. By diversifying your digital marketing efforts from solely relying on SEO (AIO, GEO, etc.), you can allow your company (and product or service) to compete in more spaces on the SERPs. With paid ads, social media content, video content, email marketing, newsletters, and more, you can target consumers at different levels of their search journey. Don’t rely on just one avenue to target potential customers; instead, nurture them throughout their buyer’s journey. Discovery is no longer linear, so your content strategy shouldn’t be either.

SEO Is Dead Again. But Not Really…

This moment may feel like “SEO is changing forever.” And in some ways it is. But people are still going to ask questions, and they’ll always want useful, clear answers. It’s our job to help them find what they’re looking for, wherever and however they search.

Let’s do that better. Together.

If you’re ready to take a deeper look at GEO, AIO, AEO, SXO, and any of the other newest O’s that impact your marketing strategies, then get in touch with us today. Hive Digital’s AI experts love diving into this stuff and are ready to help you craft a strategy that drives meaningful results.

*”AI traffic is up 527%. SEO is being rewritten” at Search Engine Land