ChatGPT and Gemini are becoming new traffic sources on Google Analytics.

Google Analytics - Ảnh 1. — Traffic from AI chatbots is starting to become more visible on GA4 - Photo: SONG TRI

Traffic from AI platforms like ChatGPT, Gemini, and Claude is increasingly appearing in Google Analytics 4 (GA4) reports, reflecting a trend of users shifting from traditional search to direct Q&A with AI-generated content.

This shift is leading AI chatbots to gradually become a new user navigation channel alongside search engines and social media.

ChatGPT and Gemini are gradually becoming new traffic sources.

Previously, traffic from AI services was often categorized as regular referrals or even appeared as direct traffic, making measurement relatively difficult. GA4 is now more clearly showing traffic originating from ChatGPT, Gemini, or Claude domains in the Traffic Acquisition section.

Data from Similarweb and Ahrefs shows that referral traffic from AI-generated platforms increased rapidly in 2025. In research published in early 2025, Ahrefs stated that approximately 63% of websites in the survey sample recorded traffic from AI, while ChatGPT was the largest referral source among AI chatbots.

In addition, many websites are starting to see traffic from ChatGPT, Gemini, or Claude appearing more prominently in GA4's Traffic Acquisition report.

The increase in AI referral traffic has also led many websites to pay more attention to the potential of AI-generated content. In-depth articles, guides, or data summaries are often the content categories that appear more frequently in AI chatbot responses.

SEO is changing as AI becomes the new referral source.

For publishers and SEO professionals, the emergence of AI referral traffic is opening up another way to evaluate content effectiveness, in addition to traffic from search engines or social media. This data helps websites identify which articles are attracting users from conversational AI platforms.

Along with that, the concept of "AI SEO" or "Generative Engine Optimization" (GEO) has also started to be mentioned more frequently. While previously the main goal was to optimize for search engine visibility, many websites are now beginning to focus on the possibility of using AI-generated content as a data source for generating results.

Nevertheless, referral traffic from AI is still relatively small compared to Google Search or social media. However, this type of traffic is growing rapidly, especially on technology, education , and in-depth content websites.

The trend of conversational AI may lead publishers to focus more on content quality, source data, and reliability rather than just traditional keyword optimization. As AI increasingly integrates into the information retrieval and aggregation process, the ability to be cited by AI models could become a crucial new metric for content websites.

SONG TRI

Source: https://tuoitre.vn/chatgpt-gemini-tro-thanh-nguon-traffic-moi-tren-google-analytics-20260521112559621.htm