ChatGPT’s traffic is surpassing that of Google in terms of user engagement, according to a new report from Siege Media. Between 2024 and 2025, the data indicates that ChatGPT’s traffic shows 1.73% more engagement compared to Google’s organic search. This finding marks a significant shift in the way artificial intelligence platforms are affecting user behavior online.
The classic Internet is dead
One of the key aspects of the report is that artificial intelligence references, although they generate much smaller traffic volumes, attract highly qualified visitors. This suggests that while brands may benefit from greater depth in engagement, they may also face a limitation in the breadth of their audience. Michael Archambault, the report’s author, highlighted that this phenomenon could change the marketing strategy of many companies looking to maximize their reach.
The analysis by Siege Media covered engagement data from 304 client properties, spanning the period from January 1, 2024, to July 31, 2025. Interesting trends were observed in traffic channels, where paid channels, affiliates, and blog pages proved to be the most engaged. The average engagement rates reveal a diverse landscape, suggesting that content platforms are rapidly evolving in the digital age.
The report titled “GA4 Engagement Rate Benchmarks: ChatGPT vs. Google” not only highlights the differences between these two sources but also opens a debate on how the integration of artificial intelligence in digital marketing could redefine success metrics and audience strategies for many brands in the near future.