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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

Gen AI is redefining how billions discover, search, and decide where to spend their money. Using Similarweb data, we analyzed billions of data points to reveal the trends, shifts, and competitive signals.

+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:

Pages_Visits

The reason Gen AI brand visibility is the next key metric every business needs to measure

Referrals

The demographic shift: How over 45's now account for nearly 30% of Gen AI usage

SEO

The two types of Gen AI app users are rapidly adopting, and what daily usage ratios say about audience loyalty

every website

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

aleyda solis

"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

Own the Gen AI Search Frontier

Own the Gen AI Search Frontier