A Demandbase analysis counts referrals from ChatGPT to tracked B2B websites rising from around 645,000 in June 2025 to 2.6 million in June 2026. The share of total web traffic remains small.
The analysis by vendor Demandbase measures monthly referrals from ChatGPT to a fixed set of tracked corporate websites. Between June 2025 and June 2026 the figure rose from about 645,000 to 2.6 million – growth of 303 percent within a year.
The finding has two sides. The growth is clear, yet the share of total web traffic stays low. Evidence on the quality of these visitors is also mixed: whether they convert into enquiries more or less often than visitors from classic search cannot be settled from this data.
For marketing and sales that means the channel is too small to replace search engine optimisation and has grown too fast to ignore. What matters is less the click count than whether your company appears as a source in the answer at all – because a share of users no longer clicks through.
What this means for decision-makers
- Set up a separate source group for AI assistants in your web analytics so this traffic can be assessed on its own.
- Spot-check whether and how your company appears in the leading assistants' answers to your core terms.
- Keep product, pricing and contact details machine-readable and current; assistants prefer clearly structured sources.
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