ChatGPT is sending more visitors to news publishers than ever before, but is it making a real impact?
Despite an eightfold increase in referrals over six months, ChatGPT-driven traffic still accounts for less than 0.1% of total visits to major news sites, according to new data from Similarweb.
According to the Press Gazette’s findings, AI’s role in content discovery is changing. While ChatGPT’s influence is growing, it remains a small player compared to traditional search engines like Google, which still dominate referral traffic.
The New York Post, The Guardian, and Forbes have seen the most traffic from ChatGPT, but the numbers are far from transformative.
AI Search Is on the Rise—But Still a Minor Player
Similarweb reports that ChatGPT referrals to 14 leading news publishers soared from 435,000 in August to 3.5 million in January.
This sharp increase coincided with OpenAI’s introduction of web search capabilities, allowing ChatGPT to cite and link to sources.
Even with this growth, the numbers remain relatively small. The New York Post saw the highest ChatGPT-driven traffic, receiving 760,000 visits in January—just 0.5% of its 143.5 million total visits.
The Guardian and Forbes followed closely, with 730,000 and 560,000 referrals, respectively.
How Does ChatGPT Compare to Other AI Search Tools?
AI-powered search tools like ChatGPT are not alone in driving traffic to publishers. Another AI search engine, Perplexity, has sent between 450,000 and 850,000 visits per month to the same 14 publishers. However, its growth has been inconsistent, unlike ChatGPT’s steady rise.
Despite the increase in AI-generated referrals, traditional search engines still play the biggest role in driving traffic to news sites. Google remains the primary source of content discovery, with AI tools contributing only a fraction of total visits.
Why Are Some Publishers Getting More AI Traffic?
The publishers seeing the most benefit from ChatGPT referrals, including Forbes and The Guardian, have partnerships with OpenAI.
These collaborations may ensure more frequent citations, boosting their presence in AI-driven search results.
ChatGPT’s web search mode, an optional feature that fetches real-time information, has also played a key role in driving traffic.
Without this capability, ChatGPT relies solely on pre-trained data, limiting its ability to direct users to live content.
A Threat or an Opportunity for Publishers?
With the evolution of AI search, publishers are questioning whether it will reduce their traffic or enhance their visibility.
On the one hand, AI tools summarize information quickly, potentially reducing the need for users to click through to full articles. On the other hand, if AI platforms continue linking to sources, they could become valuable traffic sources.
Right now, the numbers suggest AI search isn’t a major disruptor—at least not yet. Publishers still rely on traditional search engines, social media, and direct engagement for the vast majority of their traffic.
The Future of AI Search in News Consumption
As we look to the future, AI’s influence on news traffic will hinge on various factors:
- Whether OpenAI and other AI companies enhance citation mechanisms to drive more clicks.
- How publishers adapt to AI-driven search, including potential collaborations or paywall strategies.
- Changes in user behavior as AI-powered search becomes more widely adopted.
Currently, ChatGPT’s referral traffic is increasing, but it still represents a minor aspect of the larger picture. AI search is still in its infancy, and its long-term effects on publishers are yet to be determined.
How News Publishers Can Make the Most of AI Search
Here’s how publishers can adjust to the AI-powered search environment and enhance their visibility in ChatGPT and comparable tools.
Optimize Content for AI – Ensure articles are structured in a way that makes them more likely to be cited by AI models.
Encourage AI-Friendly Citations – Push for AI tools to prioritize proper linking and citations.
Stay Ahead of AI Trends – Monitor how AI search is evolving to adjust content strategies accordingly.
Explore AI-Integrated Content – Experiment with AI-powered summaries and integrations to boost engagement.
Maintain Strong SEO Strategies – While AI search is growing, traditional search engines remain the primary traffic source.
Key Takeaways
- ChatGPT referrals to news publishers grew eightfold in six months but still contribute less than 0.1% of total traffic.
- The New York Post, The Guardian, and Forbes saw the highest ChatGPT-driven traffic, but traditional search engines remain dominant.
- Perplexity, another AI-powered search tool, has driven steady traffic but lacks consistent growth.
- AI’s role in news discovery is evolving, and its long-term impact on publisher traffic remains uncertain.
- Publishers need to balance traditional search strategies with emerging AI-driven referral trends.
Dileep Thekkethil
AuthorDileep Thekkethil is the Director of Marketing at Stan Ventures, where he applies over 15 years of SEO and digital marketing expertise to drive growth and authority. A former journalist with six years of experience, he combines strategic storytelling with technical know-how to help brands navigate the shift toward AI-driven search and generative engines. Dileep is a strong advocate for Google’s EEAT standards, regularly sharing real-world use cases and scenarios to demystify complex marketing trends. He is an avid gardener of tropical fruits, a motor enthusiast, and a dedicated caretaker of his pair of cockatiels.