AI sends visitors. Not many yet.
Google clicks are falling. The obvious question is whether ChatGPT, Gemini, Perplexity and Claude make up the difference. Here is what the published studies say, quoted with source and date, followed by our first readings for individual sites.
What the studies say about AI referrals
Share of visits every AI chatbot combined sent across 74,752 sites in March 2026. Google sent about 100 times as many.
Ahrefs, May 2026.
AI referrals as a share of publisher pageviews, even after ChatGPT referrals more than tripled in a year.
Chartbeat via Axios, Mar 2026.
Monthly visits AI assistants referred worldwide between June 2025 and May 2026, more than double the year before.
Similarweb 2026 Generative AI report, 2026.
Pages OpenAI crawled for every visitor it referred. Google was 18:1. Anthropic was 60,000:1.
Matthew Prince, Cloudflare, Jun 2025.
ChatGPT referrals in the week after it started showing brand links on 7 May 2026. Homepage landings doubled.
Similarweb, May 2026.
US generative AI referrals to third-party sites between October 2025 and January 2026.
Similarweb Brand Visibility Index via DataReportal, Mar 2026.
AI assistants still send these sites a sliver of their visits.
297 of the 300 entries across Australia, the US and the UK, from November 2022, the month ChatGPT launched, to the latest month. Each site is measured in its own market. The rest have no current Semrush reading.
The median site gets 0.06% of its visits from AI assistants. 289 of 297 get under 1%.
| Site | All visits | From AI assistants | AI share |
|---|---|---|---|
| USopenai.com | 80.5M | 22.5M | 28.01% |
| AUopenai.com | 6.4M | 1.6M | 25.07% |
| UKopenai.com | 13.0M | 2.8M | 21.58% |
| AUnih.gov | 6.6M | 152K | 2.30% |
| UKnih.gov | 8.3M | 128K | 1.53% |
| USnih.gov | 85.3M | 1.1M | 1.34% |
| AUapple.com | 20.5M | 245K | 1.19% |
| UScdc.gov | 16.4M | 165K | 1.01% |
| AUppsr.gov.au | 275K | 2K | 0.76% |
| USapple.com | 281.9M | 1.9M | 0.67% |
| UScanva.com | 163.3M | 1.1M | 0.67% |
| UScambridge.org | 15.9M | 101K | 0.64% |
| UKnice.org.uk | 2.6M | 14K | 0.55% |
| UKcanva.com | 22.1M | 114K | 0.52% |
| AUhealthdirect.gov.au | 2.5M | 12K | 0.51% |
| USharvard.edu | 20.1M | 95K | 0.47% |
| UKapple.com | 80.3M | 371K | 0.46% |
| AUasx.com.au | 1.6M | 7K | 0.43% |
| AUbusiness.gov.au | 3.1M | 10K | 0.34% |
| AUadobe.com | 6.4M | 21K | 0.33% |
| AUnsw.gov.au | 32.5M | 104K | 0.32% |
| AUseek.com | 17.5M | 55K | 0.31% |
| AUcanstar.com.au | 1.4M | 4K | 0.29% |
| USfifa.com | 1.8M | 5K | 0.28% |
| USziprecruiter.com | 35.9M | 98K | 0.27% |
| USadobe.com | 98.7M | 267K | 0.27% |
| AUindeed.com | 5.5M | 14K | 0.26% |
| USmicrosoft.com | 286.0M | 729K | 0.26% |
| USedmunds.com | 16.4M | 41K | 0.25% |
| UKwww.gov.uk | 87.9M | 211K | 0.24% |
| USbestbuy.com | 94.9M | 225K | 0.24% |
| USindeed.com | 183.3M | 434K | 0.24% |
| AUgumtree.com.au | 5.9M | 14K | 0.23% |
| USca.gov | 95.4M | 216K | 0.23% |
| USautotrader.com | 19.4M | 42K | 0.21% |
| UShomedepot.com | 165.1M | 352K | 0.21% |
| UKadobe.com | 15.5M | 32K | 0.21% |
| USbritannica.com | 26.2M | 53K | 0.20% |
| AUjbhifi.com.au | 20.3M | 40K | 0.20% |
| USlinkedin.com | 403.3M | 790K | 0.20% |
| AUmicrosoft.com | 26.6M | 50K | 0.19% |
| USglassdoor.com | 19.5M | 36K | 0.18% |
| AUproductreview.com.au | 1.3M | 2K | 0.18% |
| UScargurus.com | 40.8M | 74K | 0.18% |
| AUato.gov.au | 9.3M | 17K | 0.18% |
| USchatgpt.com | 1.1B | 1.9M | 0.18% |
| UKaccuweather.com | 5.0M | 9K | 0.17% |
| AUchemistwarehouse.com.au | 15.3M | 26K | 0.17% |
| UScostco.com | 75.9M | 129K | 0.17% |
| USmedium.com | 27.3M | 47K | 0.17% |
| UKindeed.com | 28.9M | 49K | 0.17% |
| UKgoogle.com | 2.7B | 4.5M | 0.17% |
| UKlinkedin.com | 73.7M | 121K | 0.16% |
| AUharveynorman.com.au | 7.0M | 11K | 0.16% |
| AUebay.com.au | 23.6M | 37K | 0.16% |
| USlowes.com | 91.5M | 142K | 0.15% |
| UKtfl.gov.uk | 14.4M | 22K | 0.15% |
| USucmerced.edu | 888K | 1K | 0.15% |
| UStripadvisor.com | 44.0M | 64K | 0.14% |
| AUbunnings.com.au | 30.4M | 41K | 0.13% |
| AUlinkedin.com | 33.2M | 45K | 0.13% |
| AUikea.com | 7.1M | 9K | 0.13% |
| USquizlet.com | 35.5M | 47K | 0.13% |
| AUbigw.com.au | 18.1M | 24K | 0.13% |
| UKmicrosoft.com | 64.1M | 84K | 0.13% |
| USwalmart.com | 509.9M | 662K | 0.13% |
| UScoolmathgames.com | 5.6M | 7K | 0.13% |
| UStarget.com | 190.0M | 239K | 0.13% |
| AUsupercheapauto.com.au | 4.9M | 6K | 0.13% |
| UKasos.com | 15.2M | 19K | 0.13% |
| AUetsy.com | 8.9M | 11K | 0.12% |
| UKjohnlewis.com | 17.6M | 21K | 0.12% |
| USexpedia.com | 64.0M | 75K | 0.12% |
| USkahoot.com | 3.1M | 4K | 0.12% |
| AUgoogle.com | 1.9B | 2.2M | 0.12% |
| USgoogle.com | 25.5B | 29.4M | 0.12% |
| USebay.com | 381.5M | 438K | 0.11% |
| AUmy.gov.au | 13.5M | 15K | 0.11% |
| AUcarsales.com.au | 10.8M | 12K | 0.11% |
| USpinterest.com | 338.7M | 370K | 0.11% |
| UScbsnews.com | 46.7M | 49K | 0.11% |
| AUbooking.com | 11.7M | 12K | 0.11% |
| UKtheguardian.com | 44.2M | 46K | 0.10% |
| UKikea.com | 22.8M | 23K | 0.10% |
| AUlocalsearch.com.au | 1.1M | 1K | 0.10% |
| UKebay.co.uk | 97.5M | 94K | 0.10% |
| UKnationalrail.co.uk | 5.6M | 5K | 0.09% |
| USnike.com | 34.1M | 32K | 0.09% |
| AUabc.net.au | 38.0M | 36K | 0.09% |
| UScapitalone.com | 142.9M | 134K | 0.09% |
| UKthetrainline.com | 12.1M | 11K | 0.09% |
| AUyahoo.com | 32.3M | 30K | 0.09% |
| AUchatgpt.com | 106.6M | 97K | 0.09% |
| UKspotify.com | 36.4M | 33K | 0.09% |
| AUamazon.com | 10.3M | 9K | 0.09% |
| UKdiy.com | 27.4M | 24K | 0.09% |
| USetsy.com | 206.0M | 182K | 0.09% |
| AUamazon.com.au | 59.6M | 52K | 0.09% |
| UKchatgpt.com | 169.6M | 149K | 0.09% |
| UKnext.co.uk | 26.6M | 23K | 0.09% |
| AUanz.com.au | 2.9M | 3K | 0.09% |
| USprimevideo.com | 45.2M | 39K | 0.09% |
| UKskyscanner.net | 21.9M | 18K | 0.08% |
| UScnn.com | 143.9M | 116K | 0.08% |
| UKpinterest.com | 36.4M | 29K | 0.08% |
| USdiscord.com | 258.8M | 203K | 0.08% |
| UKskysports.com | 21.8M | 17K | 0.08% |
| USrottentomatoes.com | 42.4M | 33K | 0.08% |
| UKmarksandspencer.com | 21.6M | 17K | 0.08% |
| USrealtor.com | 71.6M | 54K | 0.08% |
| USroblox.com | 216.8M | 164K | 0.08% |
| AUofficeworks.com.au | 10.0M | 8K | 0.08% |
| AUkmart.com.au | 30.1M | 23K | 0.08% |
| UKyahoo.com | 86.6M | 65K | 0.08% |
| UKscrewfix.com | 18.4M | 14K | 0.07% |
| AUtheiconic.com.au | 6.7M | 5K | 0.07% |
| UKmoneysavingexpert.com | 16.8M | 12K | 0.07% |
| USbankofamerica.com | 69.6M | 51K | 0.07% |
| AUtoyota.com.au | 1.0M | 754 | 0.07% |
| UKargos.co.uk | 47.3M | 34K | 0.07% |
| AUyoutube.com | 628.8M | 453K | 0.07% |
| AUtelstra.com.au | 5.5M | 4K | 0.07% |
| UKreddit.com | 166.3M | 117K | 0.07% |
| UKlivescore.com | 3.7M | 3K | 0.07% |
| USzillow.com | 205.2M | 143K | 0.07% |
| USmayoclinic.org | 42.2M | 29K | 0.07% |
| UKcurrys.co.uk | 30.4M | 21K | 0.07% |
| UKetsy.com | 33.6M | 23K | 0.07% |
| UKwww.nhs.uk | 31.7M | 22K | 0.07% |
| UStrustpilot.com | 23.5M | 16K | 0.07% |
| AUtarget.com.au | 8.2M | 5K | 0.07% |
| USspotify.com | 233.8M | 155K | 0.07% |
| UKx.com | 101.2M | 67K | 0.07% |
| UKtesco.com | 29.4M | 19K | 0.07% |
| AUfifa.com | 281K | 183 | 0.07% |
| AUmarketindex.com.au | 1.3M | 858 | 0.07% |
| AUpinterest.com | 23.5M | 15K | 0.06% |
| UKrightmove.co.uk | 51.2M | 33K | 0.06% |
| AUwoolworths.com.au | 23.1M | 15K | 0.06% |
| UKtiktok.com | 59.2M | 38K | 0.06% |
| UKtherange.co.uk | 12.1M | 8K | 0.06% |
| AUroblox.com | 11.5M | 7K | 0.06% |
| UScarfax.com | 39.6M | 25K | 0.06% |
| UKamazon.co.uk | 247.2M | 153K | 0.06% |
| AUfacebook.com | 152.1M | 94K | 0.06% |
| AUmyer.com.au | 10.8M | 7K | 0.06% |
| AUwestpac.com.au | 8.2M | 5K | 0.06% |
| USfandom.com | 444.3M | 269K | 0.06% |
| UKbbc.com | 29.9M | 18K | 0.06% |
| AUtheguardian.com | 19.0M | 11K | 0.06% |
| USamazon.com | 1.9B | 1.1M | 0.06% |
| UKbooking.com | 38.1M | 22K | 0.06% |
| UKinstagram.com | 120.9M | 71K | 0.06% |
| AUtrustpilot.com | 1.8M | 1K | 0.06% |
| UKzoopla.co.uk | 19.4M | 11K | 0.06% |
| AUskyscanner.com.au | 4.6M | 3K | 0.06% |
| AUx.com | 43.1M | 25K | 0.06% |
| USnetflix.com | 278.3M | 159K | 0.06% |
| AUclevelandclinic.org | 2.9M | 2K | 0.06% |
| UKlloydsbank.com | 9.9M | 6K | 0.06% |
| UKnike.com | 9.6M | 5K | 0.06% |
| USx.com | 938.2M | 523K | 0.06% |
| AUnab.com.au | 6.9M | 4K | 0.06% |
| AUcommbank.com.au | 13.7M | 8K | 0.06% |
| AUspotify.com | 16.5M | 9K | 0.05% |
| AUrealestate.com.au | 40.9M | 22K | 0.05% |
| UKvinted.co.uk | 14.3M | 8K | 0.05% |
| UKfacebook.com | 238.7M | 129K | 0.05% |
| USinstagram.com | 1.1B | 599K | 0.05% |
| USfacebook.com | 2.4B | 1.3M | 0.05% |
| UKdunelm.com | 23.9M | 13K | 0.05% |
| UKeasyjet.com | 12.4M | 6K | 0.05% |
| USyahoo.com | 1.2B | 620K | 0.05% |
| AUubereats.com | 4.0M | 2K | 0.05% |
| USgoodrx.com | 19.4M | 10K | 0.05% |
| USclevelandclinic.org | 57.3M | 28K | 0.05% |
| AUdavidjones.com | 5.3M | 3K | 0.05% |
| AUinstagram.com | 97.4M | 48K | 0.05% |
| AUreddit.com | 138.5M | 68K | 0.05% |
| USusnews.com | 18.1M | 9K | 0.05% |
| UKvery.co.uk | 11.7M | 6K | 0.05% |
| UKindependent.co.uk | 13.7M | 6K | 0.05% |
| UStiktok.com | 598.8M | 279K | 0.05% |
| USyoutube.com | 10.5B | 4.9M | 0.05% |
| UKnetflix.com | 69.9M | 32K | 0.05% |
| UKroblox.com | 31.3M | 14K | 0.05% |
| UKyoutube.com | 1.0B | 482K | 0.05% |
| USkbb.com | 24.8M | 11K | 0.05% |
| AUnetflix.com | 31.8M | 14K | 0.05% |
| AUoffice.com | 16.0M | 7K | 0.04% |
| UKmetoffice.gov.uk | 18.4M | 8K | 0.04% |
| USclever.com | 64.8M | 28K | 0.04% |
| UKbbc.co.uk | 285.5M | 122K | 0.04% |
| USwikipedia.org | 1.1B | 445K | 0.04% |
| USreddit.com | 2.3B | 955K | 0.04% |
| AUbom.gov.au | 41.0M | 17K | 0.04% |
| USbiblegateway.com | 53.7M | 22K | 0.04% |
| UKboots.com | 29.8M | 12K | 0.04% |
| AUcoles.com.au | 16.8M | 7K | 0.04% |
| USyelp.com | 95.2M | 37K | 0.04% |
| USusatoday.com | 54.4M | 21K | 0.04% |
| USmlb.com | 56.7M | 21K | 0.04% |
| AUqantas.com | 9.7M | 4K | 0.04% |
| UKimdb.com | 40.1M | 15K | 0.04% |
| AUprimevideo.com | 10.4M | 4K | 0.04% |
| USatt.com | 96.7M | 35K | 0.04% |
| AUtiktok.com | 32.8M | 12K | 0.04% |
| USxfinity.com | 75.8M | 27K | 0.04% |
| AUtripadvisor.com.au | 3.1M | 1K | 0.03% |
| UKtrustpilot.com | 22.3M | 8K | 0.03% |
| AUfoxsports.com.au | 4.8M | 2K | 0.03% |
| AUmayoclinic.org | 2.0M | 659 | 0.03% |
| USt-mobile.com | 125.5M | 42K | 0.03% |
| USnytimes.com | 309.8M | 103K | 0.03% |
| USwebmd.com | 21.4M | 7K | 0.03% |
| UKsportsdirect.com | 18.0M | 6K | 0.03% |
| USespn.com | 421.6M | 135K | 0.03% |
| USdoordash.com | 110.9M | 36K | 0.03% |
| USaccuweather.com | 122.6M | 39K | 0.03% |
| USbbc.com | 103.3M | 33K | 0.03% |
| UShealthline.com | 27.1M | 9K | 0.03% |
| UKfandom.com | 33.9M | 11K | 0.03% |
| UKmanchestereveningnews.co.uk | 5.8M | 2K | 0.03% |
| UKpremierleague.com | 12.5M | 4K | 0.03% |
| UKhalfords.com | 15.4M | 5K | 0.03% |
| USnfl.com | 39.1M | 12K | 0.03% |
| USfoxsports.com | 11.5M | 4K | 0.03% |
| UKwikipedia.org | 157.4M | 47K | 0.03% |
| USquora.com | 166.6M | 49K | 0.03% |
| UScvs.com | 105.7M | 30K | 0.03% |
| UKtelegraph.co.uk | 14.8M | 4K | 0.03% |
| AUnrl.com | 5.5M | 2K | 0.03% |
| USfoxnews.com | 148.4M | 40K | 0.03% |
| UKsantander.co.uk | 10.2M | 3K | 0.03% |
| USpeople.com | 120.0M | 32K | 0.03% |
| UKautotrader.co.uk | 21.5M | 6K | 0.03% |
| USmapquest.com | 29.4M | 8K | 0.03% |
| AUvirginaustralia.com | 3.8M | 1K | 0.03% |
| UScbssports.com | 34.7M | 9K | 0.03% |
| AUnews.com.au | 25.4M | 7K | 0.03% |
| AUnine.com.au | 19.4M | 5K | 0.03% |
| AUafl.com.au | 4.7M | 1K | 0.03% |
| USimdb.com | 285.7M | 72K | 0.03% |
| AUwestfield.com.au | 1.1M | 266 | 0.02% |
| USwalgreens.com | 83.1M | 20K | 0.02% |
| UKsainsburys.co.uk | 22.2M | 5K | 0.02% |
| UKmerriam-webster.com | 6.0M | 1K | 0.02% |
| AUauspost.com.au | 19.0M | 5K | 0.02% |
| UKtui.co.uk | 11.8M | 3K | 0.02% |
| UKlse.co.uk | 2.0M | 458 | 0.02% |
| USfedex.com | 153.1M | 35K | 0.02% |
| UKnytimes.com | 23.2M | 5K | 0.02% |
| UKmayoclinic.org | 2.7M | 617 | 0.02% |
| AUimdb.com | 20.7M | 5K | 0.02% |
| USmerriam-webster.com | 91.2M | 20K | 0.02% |
| UKasda.com | 32.1M | 7K | 0.02% |
| AUnytimes.com | 15.8M | 3K | 0.02% |
| UKbt.com | 10.5M | 2K | 0.02% |
| UKjdsports.co.uk | 12.8M | 3K | 0.02% |
| USmashable.com | 11.5M | 2K | 0.02% |
| UKmirror.co.uk | 11.6M | 2K | 0.02% |
| UKsmythstoys.com | 16.8M | 3K | 0.02% |
| AUfandom.com | 24.1M | 5K | 0.02% |
| AUwikipedia.org | 73.9M | 15K | 0.02% |
| UKroyalmail.com | 60.6M | 12K | 0.02% |
| USbaseball-reference.com | 14.2M | 2K | 0.02% |
| AUbbc.com | 24.0M | 4K | 0.02% |
| UKsky.com | 34.4M | 5K | 0.02% |
| AUflightcentre.com.au | 1.8M | 280 | 0.02% |
| AUword.tips | 1.4M | 215 | 0.02% |
| AUlocanto.com.au | 2.4M | 358 | 0.02% |
| UKflashscore.co.uk | 6.8M | 1K | 0.02% |
| UKquora.com | 13.9M | 2K | 0.01% |
| USjustanswer.com | 23.2M | 3K | 0.01% |
| USallrecipes.com | 75.8M | 10K | 0.01% |
| USmsn.com | 269.2M | 32K | 0.01% |
| UKtripadvisor.co.uk | 18.6M | 2K | 0.01% |
| AUyelp.com | 2.0M | 209 | 0.01% |
| USweather.com | 415.2M | 40K | 0.01% |
| UKfifa.com | 2.0M | 191 | 0.01% |
| UKbbcgoodfood.com | 22.6M | 2K | 0.01% |
| AUquora.com | 8.9M | 727 | 0.01% |
| UKclevelandclinic.org | 4.7M | 370 | 0.01% |
| AUespn.com.au | 5.0M | 381 | 0.01% |
| UKespn.co.uk | 3.3M | 192 | 0.01% |
| UKvivastreet.co.uk | 5.0M | 281 | 0.01% |
| UKexpress.co.uk | 7.9M | 331 | 0.00% |
| UKthesun.co.uk | 16.9M | 618 | 0.00% |
| AUhealthline.com | 2.9M | 87 | 0.00% |
| AUrecipetineats.com | 15.3M | 408 | 0.00% |
| AUhotdoc.com.au | 9.1M | 130 | 0.00% |
| AUmerriam-webster.com | 4.2M | 57 | 0.00% |
| AUflightaware.com | 1.4M | 0 | 0.00% |
| AUgravitatedigital.com.au | 1K | 0 | 0.00% |
| AUtaste.com.au | 3.1M | 0 | 0.00% |
| UKsportinglife.com | 3.8M | 0 | 0.00% |
| UKstockporthomes.org | 12K | 0 | 0.00% |
Semrush Traffic Analytics modelled visits, by market, Oct 2026. Semrush restates this data on 9 November 2026. AI Overview clicks count as Google, not AI. openai.com is the company behind ChatGPT, so treat its share as a special case.
What happens to the click on Google
US Google searches that ended without a click in January to April 2026, up from 58.5% in 2024.
SparkToro, Similarweb panel, Jun 2026.
Searches with an AI summary where people clicked a normal result. Without a summary it was 15%.
Pew Research Center, 900 US adults, 22 Jul 2025.
Clicks to the top-ranking page when an AI Overview appears, up from 34.5% a year earlier.
Ahrefs, 300,000 keywords, Feb 2026.
Outbound organic clicks in the first randomised experiment on AI Overviews. Zero-click searches rose 34.5%.
Agarwal and Sen, SSRN working paper, Apr 2026.
Visits to a Google page with an AI summary that include a click on a link inside the summary.
Pew Research Center, Jul 2025.
Every number here is a floor. Six reasons why.
AI Overview clicks look like Google clicks
A click from an AI Overview or AI Mode arrives with google.com as the referrer. No analytics tool can separate it from a click on a blue link.
App clicks often arrive with no referrer
Clicks from the ChatGPT, Claude and Gemini apps and from in-app browsers often land in Direct. Vendor estimates of the undercount run from a third to 70%, and none is audited.
Every study counts different assistants
Similarweb counts six platforms, Chartbeat five, Ahrefs its own list. Shares compare within a study, never across them.
Panels and tags answer different questions
Similarweb, Datos and Semrush model the web from consenting browsers. GA4, Chartbeat and Adobe count tagged visits. Averaging them produces a number nobody measured.
Agents read the page and never visit
When an assistant fetches a page to answer a question, the site sees a crawl, the person never sees the site. Cloudflare's crawl-to-refer ratio is the only public measure of that gap.
Australia has no clickstream study
There is no Australian zero-click study at the standard of SparkToro or Pew. Any Australian zero-click rate is a modelled estimate.