ChatGPT Rivals Organic Search in User Engagement: Data
▼ Summary
– ChatGPT traffic now slightly exceeds Google search in user engagement, with a 1.73% higher average engagement rate from 2024-2025.
– ChatGPT’s engagement rate was 63.42% but declined 11.43% during the study, while organic search engagement rose 4.71% to 61.64%.
– AI referrals bring highly qualified visitors in smaller volumes, potentially benefiting engagement depth but limiting audience breadth.
– Paid shopping had the highest engagement rate at 72.50%, followed by cross-network and affiliates, with ChatGPT ranking fourth.
– The report emphasizes that optimizing for AI-driven traffic is essential, as these users seek definitive answers to specific questions.
New data from Siege Media reveals that ChatGPT is now rivaling organic search in user engagement, marking a significant shift in how audiences interact with digital platforms. While Google still dominates in sheer traffic volume, visitors arriving via AI tools like ChatGPT are demonstrating higher levels of active participation, suggesting a more focused and intent-driven user base.
Between early 2024 and mid-2025, ChatGPT-driven traffic showed an average engagement rate of 63.42%, slightly edging out organic search, which stood at 61.64%. Interestingly, engagement from ChatGPT saw an 11.43% decline over the study period, while organic search engagement actually grew by 4.71%. This indicates that while AI-referred visitors are highly motivated, their behavior may be evolving as the technology becomes more mainstream.
The implications for marketers are substantial. AI referrals bring highly qualified visitors, though often in smaller numbers compared to traditional search. Brands focusing on AI-optimized content may experience deeper engagement per user but could miss out on broader audience reach. This creates a strategic choice between depth and scale in acquisition efforts.
Engagement rates varied significantly across channels during the same period. Paid shopping led the pack with a remarkable 72.50% engagement rate, followed by cross-network efforts at 67.75% and affiliate traffic at 66.31%. ChatGPT narrowly outperformed blog pages, which registered 63.41%.
According to Michael Archambault, author of the report, “Optimizing for AI-driven traffic is no longer optional. These users have specific questions, and your content needs to be the definitive answer.” His observation underscores the need for clarity, accuracy, and depth in content designed to capture AI-referred audiences.
The findings are based on an analysis of engagement data from 304 client properties, with permission, covering the period from January 1, 2024, to July 31, 2025. The study tracked engagement rates across multiple channels, including search, social, paid, referral, and emerging AI sources.
(Source: Search Engine Land)
