The nature of website traffic is changing
-50%
Decline in organic traffic predicted
by 2028
Source: Gartner
+4,700%
Increase in retail website traffic from AI sources 2024 to 2025
Source: Semrush
80%
Consumers who rely on AI summaries for at least 40% of searches
Source: Bain & Co
The rise of GenAI and LLMs as discovery tools
The search landscape is being reshaped by the rise of generative AI and large language models (LLMs), which are rapidly emerging as powerful discovery tools.
From 2024 to 2025 traditional search went down 2% while generative search went up over 2000%.
LLMs are likely sending your site more engaged visitors
Industry analytics shows LLM referrals lead to lower bounce rates, longer visits, and higher interaction levels compared to search engine traffic
26%
Decrease in bounce rate, meaning they’re less likely to leave after a single page
36%
Increase in time spent, indicating deeper trust & engagement with content
80%
Increase in engagement rate, meaning they’re more likely to view multiple pages or fill out a form