Recently, traffic from AI platforms such as ChatGPT and Perplexity to publishers' websites has increased notably. The Atlantic reported over an 80% surge in referrals from ChatGPT since signing a deal in May 2024. However, data reveals that this increase still pales in comparison to traffic from established referral sources. Executives from media companies noted that while some are experiencing upward trends, the total volume of traffic from AI remains relatively small. For instance, a report revealed that ChatGPT contributed only 100,000 session referrals to 106 news publishers in December 2024, pointing to its limited impact in the broader traffic landscape.
Traffic from AI platforms like ChatGPT is rising, benefitting publishers, even those trying to block crawlers. The Atlantic saw over an 80% boost from ChatGPT.
Despite increases in traffic from AI platforms like ChatGPT, many publishers find that this traffic is minimal compared to traditional referral sources.
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