ChatGPT for Traffic: Hype or New Reality?

So which is it?

The truth sits somewhere in the middle, and it’s actually more interesting than either extreme. ChatGPT traffic is real. It’s growing fast. But it’s not replacing Google anytime soon.

Here’s what the data actually shows: AI chatbots like ChatGPT are currently sending around 2% of the referral traffic that Google delivers to websites. That sounds tiny. But the growth rate? Between 100% and 500% annually, depending on your industry and site type.

The quality piece matters even more. When visitors do click through from ChatGPT, they’re often more engaged than typical Google searchers. Some studies show conversion rates 4.4x higher than traditional search traffic. Others show ChatGPT visitors spending 68% longer on sites and viewing twice as many pages.

But there’s a catch. Click-through rates from AI chatbots are low. Below 1% in most cases. ChatGPT answers questions directly, so users rarely need to visit your site unless they want deeper information.

For iGaming operators and affiliates, this raises practical questions. Should you optimize for AI visibility right now? Will ChatGPT citations actually matter for your bottom line? If so, what should you do differently?

This article cuts through the noise. We’ll show you what the numbers really say, explain how ChatGPT traffic actually works, and help you decide whether this matters for your business today, or if it’s something to watch for tomorrow.

What the Numbers Actually Show

The gap between ChatGPT’s current scale and Google’s dominance is massive. But the growth trajectory tells a different story.

Current Traffic Volume (Reality Check)

Let’s start with the raw numbers. According to Similarweb data from June 2025, ChatGPT sent 396.8 million referral visits to the top 1,000 websites. That represents about 81.7% of all AI-driven traffic.

Sounds impressive until you see the comparison. Google’s organic search delivered 11.2 billion visits to those same sites in the same period. That’s roughly 28 times more traffic.

Here’s the reality check in plain numbers:

ChatGPT currently delivers about what you’d get from a mid-sized social media platform. Not trivial, but nowhere near search engine scale.

Growth Rates (Why People Are Excited)

The excitement isn’t about today’s numbers. It’s about the rate of change.

Adobe tracked AI referral traffic to US retail sites between July 2024 and February 2025. The result? Traffic increased more than 10x in just eight months. That’s not a steady climb.

Other data points confirm the pattern:

• Small and medium business websites saw a 123% increase in AI traffic over six months
• News publishers experienced 25x growth in ChatGPT referrals since January 2024
• BrightEdge projects ChatGPT will capture 1% of total search market share by late 2025

That 1% figure translates to over $1.2 billion in potential revenue for websites positioned to capture it. Still small compared to Google’s pie, but large enough to matter.

The growth isn’t uniform across industries. Online education and services lead with nearly 10 million monthly ChatGPT sessions. Travel and finance sites see the highest AI referral traffic relative to their total visitors. Technology and software development content gets cited disproportionately often.

Quality Over Quantity

Volume tells only half the story. The engagement metrics reveal why marketers are paying attention despite the low overall numbers.

Seer Interactive tracked one client’s AI traffic in detail. ChatGPT visitors converted at 15.9%, compared to just 1.76% for Google organic traffic. Yes, there were far fewer ChatGPT visitors. But nearly one in six completed a desired action versus one in 57 from Google.

Neil Patel’s research found similar patterns, claiming ChatGPT traffic is 4.4x more valuable per visitor based on conversion and revenue metrics.

The behavioral data backs this up:

That last metric is crucial. ChatGPT’s click-through rates sit below 1%, roughly 95% lower than traditional search results. The AI answers questions directly, so most users never click through to source sites.

This creates an interesting dynamic. You get far fewer visitors, but the ones who do click are actively seeking more depth than ChatGPT provided. They’re pre-qualified and highly engaged.

Adobe’s research also tracked how AI traffic quality has improved. In July 2024, AI referrals converted 43% worse than traditional traffic. By February 2025, that gap had narrowed to just 9%. Some categories, consumer electronics and jewelry, now see higher conversion from AI traffic than from search.

The pattern is clear: small volume, strong quality, rapidly improving performance.

How ChatGPT Traffic Actually Works (And Why It’s Different)

Understanding the mechanics helps explain why AI traffic behaves so differently from search. ChatGPT doesn’t just link to pages, it synthesizes information and cites sources.

The Technical Process

When you ask ChatGPT a question that requires current information, it doesn’t pull from its training data alone. The system uses Bing’s search API to browse the web in real-time.

Here’s the sequence:

• ChatGPT converts your prompt into search queries
• It retrieves results through Bing’s index
• The system fetches and reads actual web pages
• It synthesizes information from multiple sources
• Citations appear as numbered footnotes you can click

This differs fundamentally from Google. Search engines show you a list of links and let you choose. ChatGPT reads the pages for you, extracts relevant information, and presents a unified answer. The citations are there if you want to verify or learn more, but most users don’t need them.

That’s why click-through rates are so low. The AI already gave you the answer. You only click if you want deeper detail, different perspectives, or to verify the source.

User Behavior Differences

The way people interact with ChatGPT versus Google reveals why the traffic quality differs so dramatically.

Average ChatGPT prompts run about 23 words. Compare that to the typical Google query at 3-5 words. Users aren’t just searching, they’re having conversations and asking complex questions.

More importantly, only 30% of ChatGPT prompts fit traditional search intent patterns. The other 70% are generative tasks like content creation, code debugging, data analysis, and brainstorming.

Here’s what that looks like in practice:

Google-style query:

• “best sports betting sites”
• “offshore sportsbook reviews”
• “live betting platforms”

ChatGPT-style prompt:

• “Explain the key factors I should consider when choosing a sports betting platform for live betting, including licensing requirements, odds competitiveness, cash-out features, and payment processing speed. I’m particularly interested in platforms that serve European markets.”

See the difference? ChatGPT users provide context, ask multi-part questions, and expect detailed explanations. When someone with that level of intent clicks through to your site, they’re already invested in learning more.

Research shows these visitors view 2.3 pages per session versus 1.2 for Google organic. They’re not just landing and leaving. Instead, they’re exploring your content.

Tracking Challenges

If you’re not set up properly, you’re missing AI traffic in your analytics. Or worse, you’re seeing it but not recognizing it.

ChatGPT referrals appear in Google Analytics as ‘chatgpt.com / referral’ under your referral traffic sources. Straightforward enough. But there’s a complication: free-tier ChatGPT users often don’t send referrer data. That traffic shows up as “Direct” instead, making it impossible to attribute accurately.

You need custom channel groupings to capture the full picture. Set up filters for these referral sources:

• chatgpt.com
• perplexity.ai
• claude.ai
• gemini.google.com
• you.com

Quick setup steps:

• Open Google Analytics 4 and go to Admin, then to Data Display, and finally Channel Groups
• Create a new channel group called “AI Referrals”
• Add conditions matching the domains above
• Set the classification to trigger when “Session source” contains these domains
• Save and apply to your reporting views

Check your “Direct” traffic segment too. Look for patterns like high pages per session and low bounce rates, signals that might indicate uncredited AI referrals. Some analytics platforms now offer AI traffic detection that uses behavioral patterns to identify likely AI visitors even without proper referrer tags.

The tracking landscape is still messy. As AI platforms mature and referral volumes grow, attribution will improve. But right now, you’re probably getting more AI traffic than your analytics show.

What This Means for iGaming Operators

The gambling industry operates under different rules than most sectors. That shapes both the challenges and opportunities with AI traffic.

Industry-Specific Realities

iGaming content falls under what Google calls “Your Money or Your Life” (YMYL) categories. These topics, covering financial decisions, health, safety, and legal matters, face stricter evaluation standards. AI systems apply similar scrutiny when deciding what to cite and recommend.

That means your content needs exceptional trust signals. Generic promotional material won’t cut it. ChatGPT and similar tools prioritize sources that demonstrate real expertise, regulatory compliance, and user protection.

There’s a silver lining here. Google’s Search Generative Experience currently shows limited activation for gambling-related queries. The zero-click threat that’s hitting other industries harder, where AI answers eliminate the need to visit websites, is less immediate for iGaming.

The regulatory complexity across jurisdictions actually creates an advantage for operators who do the work. AI systems can’t confidently answer nuanced questions about licensing, regional restrictions, or compliance requirements. Users asking about these topics need to visit authoritative sources.

Industry experts speaking at the 2025 iGaming Club Conference emphasized a shift from “promotional” to “trusted advisor” content strategies. Sites that educate players about responsible gambling, explain terms clearly, and provide transparent comparisons earn AI citations. Sites that just push bonuses don’t.

What Actually Gets Cited

AI platforms don’t cite content randomly. Patterns have emerged around what types of pages get referenced most often.

Content types earning ChatGPT citations:

• Comprehensive comparison guides – “Best platforms for live betting” formatted as detailed evaluations, not just lists with affiliate links
• Educational resources – How betting odds work, understanding different bet types, payment method explanations
• Regulatory information – Licensing requirements by jurisdiction, responsible gambling tools, age verification processes
• Game rules and strategy – Detailed breakdowns of how specific games work, basic strategy guides
• Terms explanations – What rollover requirements mean, how cash-out features function, bonus terms decoded

The technical implementation matters too. Use structured data (Schema markup) for game reviews, bonus offers, and odds comparisons. But here’s critical: AI crawlers can’t execute JavaScript, so client-side schema won’t work. You need server-side rendering for structured data to be visible to ChatGPT and similar tools.

Video content deserves special attention. YouTube receives 11.3% of all ChatGPT citations, more than any single website domain. If you’re creating explainer videos, game tutorials, or platform reviews, YouTube distribution can earn AI visibility that drives traffic back to your site.

E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness) carry more weight for YMYL content. That means:

• Clear author bios showing gambling industry experience
• Citations to regulatory bodies and licensing authorities
• Links from trusted directories and industry publications
• Positive user reviews with meaningful volume (3.5+ star average)
• Awards, certifications, and industry recognition

Competitive Monitoring

Here’s something most operators haven’t considered: AI platforms might recommend your competitors when users ask about your brand.

Someone asks ChatGPT “Is [Your Casino] trustworthy?” or “What are alternatives to [Your Sportsbook]?” The AI might cite competitor reviews, mention other platforms, or highlight concerns about your operation, even if those concerns are outdated or inaccurate.

This creates a new competitive intelligence requirement. You need to monitor how AI platforms describe your brand and what alternatives they suggest.

Platforms to check regularly:

• ChatGPT (both free and Plus versions)
• Perplexity AI
• Claude
• Google’s AI Overviews
• Microsoft Copilot

Test queries like:

• “[Your brand name] review”
• “Is [Your brand] licensed and safe?”
• “Alternatives to [Your brand]”
• “Best sites like [Your brand]”

If ChatGPT consistently recommends competitors or surfaces negative information, you have a visibility problem. The solution isn’t gaming the system, but rather it’s ensuring accurate, authoritative information about your brand exists in citable formats on trusted sites.

Industry forums, review aggregators, and licensing authority databases all influence what AI systems “know” about you. Keep that information current and accurate.

Should You Actually Do Something About This?

The practical question: does ChatGPT traffic warrant your attention right now, or is this something to revisit in a year or two?

The balanced answer is both. Don’t abandon what’s working with traditional SEO. But start building the infrastructure that positions you for AI visibility as this traffic source scales.

Here’s the current reality. ChatGPT and similar AI tools send 1-2% of the traffic that Google delivers. That’s real visitors, not theoretical projections. But it’s still a fraction of what search engines provide.

Gartner predicts traditional search volume will drop 25% by 2026 due to AI chatbots, an aggressive forecast that many experts consider directionally accurate even if the timeline proves optimistic.

More conservative industry estimates suggest AI referrals will represent 20-30% of organic traffic by 2027-2028. That’s significant enough to plan for, but not imminent enough to panic over.

The quality trend matters more than the timeline. Remember that conversion gap? It narrowed from 43% worse to just 9% worse in eight months. Some categories already see better conversion from AI traffic than traditional search. As the systems improve at understanding user intent and recommending relevant sources, that quality advantage will likely persist.

Priority actions for iGaming operators:

• Implement server-side structured data – AI crawlers need schema markup in the initial HTML response, not added via JavaScript
• Audit trust signals – Ensure licensing info, author credentials, and security certifications are prominent and properly marked up
• Create educational content – Shift some resources from promotional material to genuine player education and transparent comparisons
• Monitor AI citations – Check monthly how ChatGPT and competitors describe your brand and what alternatives they recommend
• Track properly – Set up custom channel groupings in analytics to capture AI referrals accurately

The time investment is manageable. Figure 2-4 hours weekly on structured data and content improvements. Another hour monthly on competitive monitoring. You’re adding a layer that protects you as traffic patterns shift.

Here’s the strategic advantage for iGaming specifically: your YMYL constraints become moats. The regulatory complexity and trust requirements that make gambling content difficult also create barriers for competitors. Sites that demonstrate genuine expertise and compliance will stand out in an AI environment that increasingly weights these signals over traditional SEO tactics.

Early movers will establish citation patterns that prove durable. Once ChatGPT learns to recommend your comprehensive guide on payment methods or your detailed sportsbook comparison, that pattern tends to persist. You’re training AI systems on what authoritative content in your category looks like.

The revolution isn’t here yet. Google still processes hundreds of times more queries, and traditional SEO remains the primary traffic driver for iGaming sites. But the smart operators are preparing now, while their competitors wait for certainty that’ll arrive too late to capture first-mover advantages.