A comprehensive new study released by SALT.agency is challenging some of the promises made by tech giants like Google and Microsoft about the quality of traffic delivered through AI-powered search tools.
Despite claims that AI-generated search results provide more meaningful user engagement, the numbers tell a different story, where traditional organic search continues to outperform its flashy AI counterpart in converting visits into actions.
Between January and March 2024, researchers analyzed nearly 672,000 referral sessions from LLM platforms, comparing them against more than 188 million organic search visits.
The results were consistent across most sectors, and users arriving through LLMs are less likely to engage with a website’s content significantly.
The Numbers Behind the Narrative
To evaluate engagement, SALT.agency used a metric called Key Event Conversion Rate (KECVR), which reflects the percentage of sessions that triggered a key event in Google Analytics 4. These events could include clicks, downloads, purchases, or other meaningful on-site interactions.
In sector after sector, traditional search proved more effective:
- Consumer Ecommerce: Organic traffic showed a KECVR of 24.12%, compared to 17.14% from LLM referrals.
- Travel: Organic again led with 28.97%, versus 24.25% for AI-generated visits.
- B2B Ecommerce: LLM traffic resulted in zero conversions, while organic reached 2.68%.
Some exceptions existed, though they were narrow.
Health-related sites saw LLM traffic slightly outperform organic (13.24% vs. 12.88%), and career websites reported a more noticeable advantage for LLMs (22.31% vs. 16.58%).
Catalog-style websites also showed a small LLM edge (2.34% vs. 2.13%). However, these outliers weren’t enough to overturn the general trend.
The only industry where LLM and organic traffic came close to parity was in Software-as-a-Service (SaaS).
The KECVR difference was negligible: 6.69% for LLMs, 6.71% for organic search. This may point to specific cases where AI tools provide useful assistance for users with complex research needs.
A Rise in AI Referrals — But at What Cost?
AI-generated traffic is on the rise. ChatGPT, followed by tools like Perplexity, has become a growing source of referrals since March 2024.
The novelty and convenience of getting direct answers from AI have users relying more on these systems, especially during early research stages.
But that’s where much of this traffic appears to stall. While AI tools may satisfy curiosity or provide quick information, users coming from these sources often fail to progress to deeper engagement. They don’t browse multiple pages, fill out forms, or complete purchases at the same rate as users from traditional search.
The main implication is that AI referrals might excel at answering questions, but they’re struggling to spark action.
Tech Giants’ Claims Under Scrutiny
This study directly challenges the marketing narratives being pushed by Google and Microsoft Bing, both of which have aggressively promoted AI-powered search as a superior solution.
These companies have claimed that referrals from their AI systems deliver more qualified and interested users.
That position is hard to support when faced with this data.
Across a sample size of over 188 million organic search sessions and more than half a million LLM referrals, traditional search consistently produced more tangible results.
This is a crucial point for anyone working in digital marketing, content strategy, or SEO. If AI traffic isn’t producing the same engagement, then funneling resources into optimizing for it may not be the smartest use of time or money, at least not yet.
Not All Traffic Is Equal — And That’s the Real Takeaway
There’s a difference between traffic and meaningful traffic. A spike in users can look great on a dashboard, but it doesn’t mean much if those visitors aren’t taking valuable actions. The findings from this study underline that hard truth.
Businesses, marketers, and publishers should take this as a signal to reassess how they think about AI referrals.
Yes, LLMs are growing. Yes, they are changing the shape of how users discover information. But engagement still matters and right now, organic search is where that happens most reliably.
Actionable Steps for Content Teams and Marketers
So what should digital teams do in light of these findings?
- Keep traditional SEO strategies strong. Despite the noise around AI, SEO remains a high-impact tactic.
- Segment your analytics. Don’t lump AI referrals into organic performance reports, as doing so will muddy your understanding of what’s actually working.
- Use AI traffic for research content. If your content helps users during early decision stages, LLM referrals may offer value, just don’t expect immediate conversions.
- Invest in conversion tracking. Set up meaningful event tracking to measure real user engagement, not just visits.
- Prepare for a mixed future. AI isn’t going away, and neither is search. The winning strategy will combine both, but grounded in clear data, not hype.
A Turning Point or a Temporary Trend?
The buzz around generative AI won’t die down anytime soon. These tools are increasingly embedded into search engines, digital assistants, and customer service interfaces. But their value for site owners and marketers depends not on novelty, but on what users actually do after they click.
This study highlights a gap between promise and performance. AI traffic is growing in volume, but not in depth. Until that changes, traditional search remains a more dependable route to real engagement.
Key Takeaways
- Organic search still leads in driving meaningful engagement across most industries.
- LLM traffic is increasing in volume, but its users are less likely to convert.
- Career and health sectors show better performance for LLM referrals, but they are exceptions.
- SaaS is the most balanced sector, suggesting AI has a foothold in complex decision-making.
- Claims from Google and Microsoft about superior AI traffic don’t hold up under close scrutiny.
Zulekha
AuthorZulekha is an emerging leader in the content marketing industry from India. She began her career in 2019 as a freelancer and, with over five years of experience, has made a significant impact in content writing. Recognized for her innovative approaches, deep knowledge of SEO, and exceptional storytelling skills, she continues to set new standards in the field. Her keen interest in news and current events, which started during an internship with The New Indian Express, further enriches her content. As an author and continuous learner, she has transformed numerous websites and digital marketing companies with customized content writing and marketing strategies.