AI Search Traffic: More Clicks, But Are They Worth It?

AI-generated web traffic is gaining more attention as platforms like ChatGPT, Microsoft Copilot, and Perplexity become more widely used. However, a recent study by Ahrefs questions whether traffic from these AI tools truly offers better quality than traditional search engine visits.

For years, Google has maintained that its AI-enhanced search features will ultimately benefit publishers. The idea is that although AI tools might reduce traditional organic traffic, the traffic they generate will be more valuable—better targeted, more intentional, and higher-converting.

But Ahrefs’ latest analysis of nearly 82,000 websites paints a more complicated picture. Their findings show that users coming from AI platforms tend to behave quite differently from those who arrive via conventional search engines like Google.

One of the key differences is in bounce rate. Visitors coming from AI platforms are more likely to leave a website after viewing just one page. In fact, the bounce rate for AI users is 4.1% higher than for those coming from traditional search engines, and 5.4% higher than the average bounce rate across all sources.

This raises concerns for website owners and marketers who rely on user engagement as a key performance indicator. A high bounce rate can be a sign that users aren’t finding what they’re looking for—or that the content simply isn’t holding their attention.

The number of pages viewed per visit also reveals a gap between AI and search traffic. AI visitors typically view only four pages per session. In contrast, users who arrive from search engines browse an average of 5.2 pages, while the overall average visitor explores 5.5 pages.

This difference suggests that AI-generated traffic may be less inclined to explore or dig deeper into a website. It implies a more transactional or single-purpose visit, where the user gets what they need quickly and leaves, without engaging further.

Another notable insight is the time spent on site. AI users spend an average of 86 seconds per session—slightly longer than the 78 seconds recorded for both search and overall traffic. This additional 8 seconds could imply more focused reading, but it’s not enough to compensate for the lower page views and higher bounce rate.

Interestingly, this slight increase in session duration could be due to users spending more time reading the one page they visit. It may also indicate that AI traffic includes users who arrive with a specific task in mind and spend more time fulfilling that task before leaving.

Despite these engagement challenges, Ahrefs found one potentially positive trend. The study reported a slightly higher conversion rate for AI users—around 12%—compared to visitors from traditional search channels. This suggests that AI users might be more decisive or ready to act.

However, this doesn’t necessarily mean AI traffic is more valuable overall. For websites aiming to build long-term relationships with their audience, generate ad revenue, or promote brand engagement, traffic that bounces quickly and explores less can be a disadvantage.

The results of the study challenge the assumption that all clicks are equal. Just because AI tools drive traffic to a website doesn’t mean it’s the same kind of traffic that search engines generate. The behaviour of these visitors is notably different and should be evaluated separately.

For content creators, SEO specialists, and digital marketers, these findings are especially important. As AI tools continue to evolve, it will be essential to monitor how traffic quality shifts, and whether the promise of “better” traffic holds up in practice.

The study also underscores a growing concern among publishers about transparency and control. With Google and other major platforms pushing AI search as the future, it’s increasingly difficult for website owners to gauge the full impact of these changes on their web traffic.

Ahrefs collected this data from 81,947 websites between May and June, evaluating key user behaviour metrics such as session duration, pages per visit, and bounce rate. By comparing AI and traditional search sources, they offer valuable insight into how online audiences are changing.

In conclusion, AI traffic isn’t necessarily worse—it’s just different. While it might offer some benefits in terms of conversion, it also presents clear drawbacks in terms of user engagement. For now, businesses and publishers would be wise to track AI traffic separately and assess its value based on their own specific goals and metrics.