AI search is on a meteoric rise, but don’t count organic search out just yet. That’s the key takeaway from new research released by BrightEdge, the global leader in AI-driven digital marketing, covering January through August 2025.
The data paints a picture of explosive growth: visits from AI search platforms surged at double-digit rates month over month. Yet, despite this rapid expansion, AI still accounts for less than 1% of overall referral traffic. Organic search remains the dominant driver of traffic—and, crucially, conversions.
“AI search is the fastest-growing channel we’ve ever tracked,” said Jim Yu, Founder and CEO of BrightEdge. “But growth and quality are two different things. Organic search continues to outperform on conversions and remains the engine of digital growth. The most successful marketers aren’t choosing one over the other — they’re adapting for AI while doubling down on the organic strategies that have always driven results.”
Marketers Double Down on SEO
BrightEdge’s analysis of thousands of queries and top-performing websites—including many Fortune 100 brands—shows that marketers are reinforcing classic SEO best practices even as AI discovery evolves. This includes improving site performance for speed and user experience, and adding contextual signals like schema to help AI engines better interpret content.
New Tools to Navigate the AI Shift
To help marketers capitalize on AI search while maintaining organic strength, BrightEdge launched two new innovations:
- AI Early Detection System: A next-generation analytics tool that tracks AI search’s real-time contribution to traffic, leads, and revenue. Marketers can distinguish meaningful engagement from noise, detect shifts early, and prove AI’s ROI.
- AI Catalyst Recommendations: This tool identifies where competitors appear in AI results and translates gaps into actionable strategies. It highlights why competitors win—whether through content structure, topic depth, or user signals—and even identifies where AI engines source their answers.
BrightEdge data shows:
- 34% of AI citations come from sources brands can influence via PR.
- Nearly 10% of citations come from social platforms, including LinkedIn and Reddit.
- User-generated content sites are cited seven times more often than general business sites, with precise sources identified for targeted engagement.
By pinpointing the third-party voices that shape AI results, AI Catalyst enables marketers to act with surgical precision, optimizing content and outreach to influence AI discovery directly.
“These innovations give marketers a roadmap for the future,” Yu added. “They can finally measure AI’s impact, act on insights in real time, and influence the sources that shape AI results—all while continuing to build on the proven power of organic search.”
As AI search continues its rapid ascent, BrightEdge positions itself as a bridge between emerging AI-driven discovery and the enduring reliability of SEO, giving marketers the tools to thrive in both worlds.
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