ChatGPT Dominates AI Referrals but Traffic Proves Highly Volatile, Study Shows

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A Previsible report analyzing 6.77 million AI-driven sessions across 166 websites between November 2024 and May 2026 found that ChatGPT accounted for 92.4% of trackable standalone LLM referral traffic. Despite this dominance, the platform's referrals dropped by nearly half in a single month, falling from 448,412 sessions in October 2025 to 213,345 in November 2025. Google's AI surfaces, including AI Overviews and AI Mode, collectively drove even more AI-influenced traffic than all standalone LLMs combined, though standard referral tracking often fails to capture this fully. The study also noted that Claude and Gemini gained ground while Copilot and Perplexity declined, highlighting how quickly platform rankings can shift. Researchers concluded that over-reliance on any single AI referral source is risky, and businesses should treat AI discovery as a distributed, multi-channel environment.

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