What the data shows
| Measure | Value | Note |
|---|---|---|
| AI search share of sessions | 0.7% | Clickport, 30 days, April 2026 |
| ChatGPT's share of AI search sessions | 76.1% | Same snapshot |
| Goal completion, AI search | 20.7% | 87 sessions on sites with goals |
| Goal completion, direct | 11.1% | 1,184 sessions |
Why AI visitors may convert better
- They arrive after an answer has already explained the category.
- They often land on deep pages: pricing, comparisons, integrations.
- In G2's 2026 survey, 69% of software buyers said a chatbot changed their vendor choice; the visit comes after that influence.
Why to be careful
- Small samples.
- Many AI visits hide in direct traffic, so the true share is higher and the mix is unclear.
How B2B should judge it
Count identified companies from AI sources, how many fit your profile, and how many became meetings.
Measure your own quality
| Source | Sessions | Key events | Event rate | In-profile companies |
|---|---|---|---|---|
| ChatGPT answers | ||||
| ChatGPT ads | ||||
| Google organic | ||||
| Direct |
Questions
Why do AI visitors land on deep pages?
Answers often link straight to the page that answers the question: pricing, comparisons or integrations.
Is AI traffic growing?
Volumes are still small for most sites, and many visits are hidden. Track the trend monthly.
Should we optimise pages for AI visitors?
Make deep pages complete: a visitor from an answer skips your homepage.
Why averages hide the story for B2B
A high conversion rate on a small number of AI visits can come from a handful of people booking a call, or from students downloading a guide. For B2B, the question is whether the companies behind AI visits are the ones you sell to.
What to compare
- Share of AI-sourced identified companies that fit your profile, versus other sources.
- Meeting rate for those companies.
- Deal size and win rate when an AI touch comes first.
After two quarters, those comparisons tell you far more than any published average.
Start here: Company identification from AI. More articles in Company signals.