From Platforms to Pathways: Gen AI Journeys In 2025
The definitive view of how generative AI is transforming the web and what it means for your strategy
Access real data on how Gen AI is reshaping discovery and decision-making
+76%
YoY growth in Gen AI Avg Monthly Visits
319%
YoY growth in Gen AI app downloads
7% CVR
Of Gen AI referrals to transactional sites
Read the full report to discover:
The reason Gen AI brand visibility is the next key metric every business needs to measure
The demographic shift: How over 45's now account for nearly 30% of Gen AI usage
The two types of Gen AI app users are rapidly adopting, and what daily usage ratios say about audience loyalty
Why 95% of ChatGPT users still rely on Google and what that reveals about evolving search intent
Insights from industry leaders
"Some argue that people are using ChatGPT and LLMs instead of search. People are using both Google and ChatGPT, not one or the other."
Ethan Smith
CEO, Graphite
"We can’t rely on legacy search goals or treat AI purely as a performance channel. Purchasing decisions are happening inside LLMs, even if conversions take place elsewhere."
Aleyda Solis
Founder, Orainti & SEOFOMO
“LLMs play a more active role in how people make decisions; businesses are no longer just optimizing to appear in search; they are optimizing to be selected.”
Garrett Sussman
Marketing Director, iPullRank
"The maturation of Gen AI referral traffic hints at a critical lesson: Businesses need to focus their attention on mentions and influence within Gen AI."
Kevin Indig
Growth Expert & Adviser, founder & author on Growth Memo
A glimpse of the report
