Source: Search Engine Journal
Similarweb's data shows ChatGPT concentrates outbound clicks on a small set of domains rather than distributing discovery across the web. Publishers can't rely on AI search as a broad traffic source—they're chasing placement in already-dominant properties instead. AI search isn't breaking Google's gatekeeper role; it's creating a narrower bottleneck where a handful of sites capture disproportionate visibility and traffic. For consumer brands, discovery channels are fragmenting, but the consolidation of winners may be sharper than under traditional search.