AI-Driven Traffic Surges, But Does It Hurt SEO?

In recent months many businesses have reported knowing signs of a shift in traffic, how users access web content, often skipping websites altogether thanks to AI-generated summaries and chat-style search results. But while some alarm bells are ringing, the full story is more nuanced.

The surge in AI-sourced visits

According to the 2025 Previsible AI Traffic Report, traffic from AI platforms such as ChatGPT, Gemini, Claude, and Perplexity surged by a staggering 527% from January to May 2025. Many SaaS sites now report that over 1% of their sessions originate from AI referrals, particularly in niches like legal, health, and finance.

This spike reflects a growing trend: users discovering content through AI tools rather than traditional search engines or direct website visits.

Some sites cry foul, others adapt

On one hand, publishers such as The Atlantic, HuffPost, and Business Insider have seen dramatic drops, sometimes as much as 50%, in referral traffic as AI tools provide answers without requiring users to click through. The BBC and The Week warn about the risks to the web's “open” nature and the phrase “there goes the internet” is echoing among content creators 

Yet Google’s response is more nuanced. Liz Reid, Head of Search, asserts that overall click volumes remain comparatively stable, noting growth on sites with engaging formats like videos, forums, and original reporting. She suggests that user engagement may even increase when AI leads them to deeper pages.

The reality: a mixed picture

Data from Pew Research highlights the scale of this shift: around 60% of searches now end without any clicks, so-called “zero-click searches”. AI Overviews are a major contributor, offering answers directly on the results page and reducing the need to visit external sources.

Still, Semrush forecasts that AI-generated search traffic could surpass traditional Google referrals by 2028, especially if AI features like Google’s AI Mode become the default.

What should site owners do?

Here’s how publishers can respond strategically:

  • Embrace AI Optimization (AEO/GEO): Tailor content for AI contexts using structured Q&As, schema markup, and clear attribution to increase the chance of being cited in AI responses.
  • Diversify traffic sources: Don’t rely solely on SEO. Amplify your reach with email newsletters, social media, and digital PR. Tactics that keep engagement alive even when search patterns shift.
  • Enhance content quality and engagement: Rich media, long-form storytelling, and well-researched analysis still captivate users and may motivate AI tools (or users) to continue clicking through.
  • Monitor your own analytics: Use GA4 and Search Console to track AI-driven referrals separately and look for changes in engagement, bounce rates, and time on page.

A turning point, not an end

Yes, AI is reshaping how people find content. Many sites are feeling its' impact but others are finding ways to thrive. Google maintains that traffic isn’t collapsing, while traffic data confirms that search behaviours are evolving.

The key isn’t to lament the past, but to adapt. SEO isn’t dead, it's just entering a new chapter. Early adopters of AI-aligned strategies stand to benefit most.