Generative AI Drives 3500% Traffic Surge, Altering Consumer Journeys

Generative AI platforms now guide consumer product discovery, eclipsing traditional search methods. Between July 2024 and May 2025, traffic to retail sites from GenAI tools increased by over 3500%. This AI-driven traffic exhibits higher engagement and exploration but shows a delayed conversion pattern, signaling a new marketing funnel. Marketers face three key changes: AI assistants provide answers without direct website links, diminishing brand visibility. AI-referred traffic conversion rates have improved by 76% since July 2024, narrowing the gap. Furthermore, consumers increasingly start product research with GenAI, often bypassing brand websites entirely. To adapt, brands must audit their AI presence and optimize content for AI discovery using conversational language. Building authority through user-generated content and third-party mentions is also essential. Adapting to diverse audiences, including multilingual content and voice search, is critical for success. Generative Engine Optimisation (GEO) redefines how brands engage consumers, prioritizing trust and interaction across human and AI channels.