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5 charts that prove AI search is reshaping the internet

From ChatGPT’s explosive growth to the rise in attribution mentions and ad budgets, the data paints a clear picture - AI search isn’t a side trend, it’s a structural shift. These five charts show how discovery, attention, and money are rapidly flowing toward conversational platforms - and what that means for brands preparing for this new era.

AI Search

Walmart’s ChatGPT traffic climbs, Apple launches dev Siri, and OpenAI unveils ChatGPT Pulse

Walmart’s referral traffic mix is shifting toward ChatGPT, Apple is readying an LLM-powered Siri, and OpenAI has dropped Pulse. Three stories that show just how fast AI search is becoming the default discovery layer - and what brands should do about it.

Perplexity

Google Search Console data changes, OpenAI poaches Apple talent and AI search keeps growing

Google’s shutdown of the &num=100 parameter has hit Search Console data, raising doubts over reliability. Meanwhile, OpenAI and Jony Ive eye wearables and a browser, and the mainstream media is reporting more often on users turning to AI assistants over Google’s “10 blue links.”

Perplexity

AI Search is shifting fast; Ahrefs’ Louise Linehan shows why data, visibility and core SEO matter

AI search is upending the SEO industry, with many publishers worried about how they can grow their audience without customer acquisitions costs spiralling out of control. Louise Linehan of Ahrefs shares how brand visibility, content, and strategy must evolve as clicks decline and AI answers rise.

Video

US lets Google off lightly as Europe fines €3.45bn, OpenAI hires content strategist and AI search reshapes traffic

US regulators go soft on Google as Europe fines €3.45bn. OpenAI turns to a human strategist, underlining the value of expertise even in the AI age. Meanwhile, AI search is continuing to eat clicks and reshaping the web’s traffic model.

ChatGPT

Obsero: The AI Search Intelligence Platform

I’m delighted to introduce Obsero - the AI Search Intelligence platform that shows brands how they perform in AI Search and, more importantly, what actions to take.

Obsero

Elon Musk sues Apple and OpenAI for allegedly colluding to favour ChatGPT whilst Perplexity launches publisher revenue-share

Elon Musk takes Apple and OpenAI to court over alleged App Store bias, Perplexity offers publishers a new revenue lifeline, and media groups brace for “Google Zero” as AI Overviews reshape traffic. Here’s what matters, and why.

ChatGPT

Shifts in search behaviour, Google’s Gemini push and OpenAI’s scraping strategy

From shifting search behaviours to Google’s Gemini push into the home and OpenAI’s behind-the-scenes data sourcing, here are the key stories shaping AI and search this week.

Affiliate marketing in 2025: AI, SEO shifts, and the strategies redefining success

Affiliate marketing is shifting fast. With AI search, zero-click answers, and new performance metrics, the affiliates playbook is changing.