The advertising agency Kovalevy conducted a study on traffic from AI services using the Tunets GEO service and Yandex.Metrica data. The analysis covered active websites with at least 500 daily users between January 1, 2026, and September 13, 2026.
The study concludes that AI-generated traffic represents a small fraction of total and search traffic. GEO should be viewed as a form of content marketing rather than a primary channel for high-volume traffic acquisition.
Data tracking is complicated by inconsistent UTM tagging. ChatGPT is better analyzed via UTM parameters, while Alice and other AI services are more accurately tracked through referral traffic. Some services, such as Alice, do not provide UTM tags at all.
The majority of AI-driven traffic is directed toward informational content, such as articles and media sections, rather than commercial pages like service descriptions or pricing. This pattern mirrors traditional search behavior where users click more frequently on informational sources.
