AI sources like ChatGPT account for less than 1% of publishers’ pageviews, Chartbeat says

People are increasingly turning to AI agents like ChatGPT and Claude for answers, but when they receive the information, they rarely click through to the links provided by these AI platforms, according to a recent report from analytics platform Chartbeat. While AI sources have seen significant growth, their contribution to publishers' overall pageviews remains minimal.

Chartbeat's findings indicate that AI platforms, including ChatGPT, Gemini, Claude, and Perplexity, accounted for just 0.7% of pageviews in the past year. Although AI sources like ChatGPT have experienced more than a 200% increase in pageviews year-over-year, their share of total pageviews across publishers in the Chartbeat network remains less than 1%.

The engagement with AI-generated content varies depending on the topic. Publishers specializing in home and garden content report higher click-through rates from AI-driven traffic compared to news and media sites. Chartbeat's report highlights that news and media sites receive the highest total pageviews from AI platforms, but they also have the lowest engagement per individual article. This suggests that AI is surfacing a wide range of news articles for fact-checking and context, but readers are often satisfied with the initial answer and do not explore further.

Despite concerns about the impact of AI on traditional search traffic, the report paints a more nuanced picture. Chartbeat notes that publishers' pageviews in 2025 were down about 6% from 2024, which is within the normal range of year-to-year fluctuations. The year 2024 may have been particularly noteworthy due to major elections taking place globally, which could have inflated traffic levels.

The composition of publishers' traffic has changed, with the majority of channels experiencing stable levels over the past two years. However, search traffic has been an exception, with pageviews from Google Search falling 34% from December 2024 to December 2025, and Google Discover pageviews declining by 16% during the same period.

In conclusion, while AI sources like ChatGPT and Claude are gaining popularity as information seekers, their contribution to publishers' overall pageviews remains limited. The engagement with AI-generated content is topic-dependent, with some sectors experiencing higher click-through rates than others. Publishers should continue to monitor the evolving landscape of traffic sources, but the report suggests that the decline in search traffic is not as dire as previously thought. As AI platforms continue to grow, it will be important for publishers to adapt their strategies to maximize engagement and capitalize on any potential opportunities that arise.