Generative AI platforms drive surge in digital discovery & sales

Similarweb has reported major growth in generative AI-driven discovery, with its latest analysis pointing to expanding use of AI assistants and rising referral traffic to commercial sites.

Discovery shift

The company's data shows that generative AI monthly visits rose 76% year on year, while app downloads increased 319% over the same period. Similarweb estimates that AI platforms generated more than 1.1 billion referral visits in June 2025, an increase of 357% year on year.

"AI isn't replacing search, it's expanding the discovery ecosystem. Brands that understand and optimize their visibility in these moments will define the next decade of digital competition." said Or Offer, CEO, Similarweb.

Multi-channel behaviour

Despite the increase in AI-driven activity, the report states that search engines remain central to user behaviour. Approximately 95% of ChatGPT users also rely on Google, indicating that information gathering is spread across multiple channels. The trend suggests that AI assistants influence the early stages of decision-making, while traditional search remains part of the broader journey.

"The center of gravity in digital discovery is shifting," said Offer. "Consumers are now starting their journeys inside AI assistants, asking questions, shaping preferences and choosing who to trust before they reach a website. AI isn't replacing search, it's expanding the discovery ecosystem. Brands that understand and optimize their visibility in these moments will define the next decade of digital competition."

Wider adoption

Generative AI use is broadening across demographics. Similarweb's figures show that users over 45 now represent nearly 30% of overall usage, indicating movement beyond early adoption circles. The report also identifies two distinct user profiles for AI apps, each with different daily-use patterns. Similarweb argues that understanding these segments will help marketers decide how to allocate attention across platforms and formats.

Commercial outcomes

The company says referral traffic from AI platforms to transactional sites is converting at roughly 7%. This suggests that user engagement is moving from experimentation towards product discovery and purchasing decisions. According to the findings, this shift supports the argument that AI assistants are becoming an entry point for commerce.

With brands seeking clarity on how they appear in AI-generated answers, Similarweb positions its measurement tools as a means to connect visibility with downstream traffic. The firm says its data links brand prominence in AI outputs with the visits and conversions that follow when users click through to websites and apps.

Measurement focus

Similarweb's Gen AI Intelligence Toolkit is designed to show where brands appear across AI systems and when those appearances generate visits. The company claims its dataset can help organisations understand which platforms recommend them and how those recommendations influence behaviour.

"Gen AI is the new discovery layer, and now it's measurable," said Baruch Toledano, GM, Web Intelligence, Similarweb. "By connecting AI brand visibility with traffic and competitive signals, we give companies a clear scoreboard: where you show up, who's being recommended, and what to do next to strengthen presence and performance."

Competitive landscape

Generative Engine Optimisation (GEO) is emerging as a focus for enterprise marketing teams as they adjust to AI-driven search and assistant behaviour. Vendors in the category are developing tools to track visibility and influence ranking within AI outputs. Similarweb positions its approach around independent, global data that ties AI visibility to traffic and conversion performance.

The company says its web and app data allows brands to evaluate how their presence in AI tools affects downstream outcomes, including audience engagement and revenue signals.

Market trends

Rising reliance on AI systems for early-stage information gathering is prompting questions about how brands should measure and manage their presence across multiple platforms. Similarweb argues that organisations will need to monitor both traditional search and AI-generated answers as user journeys become more fragmented.

The company states that the combination of search reliance, broader demographic engagement and emerging commercial behaviours reflects a shift in how consumers explore options and make decisions.

"Gen AI is the new discovery layer, and now it's measurable," said Toledano.