At The Three Marketers, we’ve recently noticed a shift in traffic patterns: Google Analytics is now showing users arriving from AI tools like ChatGPT, Google Gemini, and Microsoft Copilot—something we didn’t see just a few months ago. While Google still brings in most search traffic, this change signals how quickly user behaviour is evolving. These AI tools aren’t just being used for content creation or casual conversation—they’re now playing a growing role in how people discover and engage with information. If your digital strategy is focused only on traditional search engines, it’s time to start thinking about how these tools fit into your overall approach.
1. How People Use AI Tools vs. Google
Google searches are usually short and keyword-based. In contrast, AI tools encourage a more natural, conversational tone. Research from Semrush and Statista found:
- Prompts without web search average 23 words—often multi-step or deeply thought-out.
- Prompts with web search average only 4.2 words, similar to Google-style queries.
This shows users turn to AI for both quick answers and more in-depth help. Your content should be structured to support both short responses and detailed explanations.
2. AI Tools Refer Traffic to Different Websites
Traditional SEO focuses on queries that are informational, navigational, or transactional. But around 70% of AI tool prompts don’t fall into these categories. People use AI tools for brainstorming, planning, summarizing, and idea generation.
This means your content strategy should go beyond just targeting keywords. Include:
- Templates, checklists, and how-to guides
- Explainer content that helps users get started or make decisions
- Advice-based content that feels helpful and trustworthy
3. AI Traffic Favourites: Education, Tech, and Tools
AI tools are currently driving the most traffic to:
- Educational content and e-learning sites
- Developer documentation and tech platforms
- Online services and productivity tools
Industries like retail, finance, and healthcare also receive traffic—but to a lesser degree. If your business offers learning resources or online tools, now is the time to make sure that content is optimized and easy to reference.
4. The AI Tool Audience: Younger and Curious
AI users tend to be younger and more student-focused compared to traditional search users. If you’re trying to reach students or Gen Z:
- Keep the tone friendly and conversational
- Offer content that helps solve problems or answer questions
- Avoid being too sales-focused—helpfulness wins here
What This Means for Your Digital Marketing Strategy
We’re not saying you should stop investing in SEO or PPC. But if you want to stay ahead, it’s worth adapting to how people now use AI tools to search and explore.
Here are a few quick wins:
✅ Structure content clearly with headings, bullet points, and summaries
✅ Use schema markup and FAQs to make your site more AI-friendly
✅ Create listicles, how-to articles, and reference-style content
✅ Track your brand mentions online—not just your rankings in Google
Search behaviour is evolving—and your strategy should evolve with it.
Need help adapting? Reach out to The Three Marketers. We’ll help you stay visible and competitive across both traditional and AI-powered search platforms.
References:
- Audience Demographics – ChatGPT vs Google, Dec 2024
- Investigating ChatGPT Search: Insights from 80 Million Clickstream Records, Feb 2025
