In the ever-evolving digital landscape, AI referrals to websites are rapidly increasing, marking a significant shift in how users access information. Although Google Search remains the dominant source of web traffic, AI platforms are making notable strides. Recent data reveals that AI-driven referrals reached over 1.13 billion for the top 1,000 websites worldwide in June 2025, showcasing a remarkable 357% growth since the previous year.
The news and media sector, in particular, is experiencing transformative changes. Online publishers are bracing for a phenomenon termed ‘Google Zero’ – a scenario where traditional search traffic may decline. Despite this, AI referrals in this category surged by 770% since June 2024. Leading the charge in AI-driven traffic are platforms like Yahoo, Reuters, and The Guardian.
AI platforms such as ChatGPT, Gemini, and DeepSeek are reshaping referral dynamics across various sectors, including e-commerce and social media. In e-commerce, Amazon, Etsy, and eBay are the top beneficiaries of this trend. Meanwhile, in the tech and social media domain, Google, Reddit, and Facebook are seeing substantial AI-driven traffic growth.
These trends highlight a pivotal moment for digital strategy, urging businesses and publishers to adapt to this AI-centric landscape to maximize their online presence and engagement.
