Based on limited SEMrush web traffic data between 2023 and 2024, one firm has explored the evolution of non-mobile web searches

Based on a comparative analysis of global web traffic trends across generative AI chatbots and traditional search engines over a 24 month period*, a search engine rankings and link-building advisory firm has disclosed some findings from the data.

First, in terms of the overall web traffic trends analyzed (mobile search activity not included^), activity from the traditional search engines continued to dominate, and traffic accruing to AI chatbots had experienced rapid growth in the two years.

Second, AI chatbot platforms had shown exponential growth particularly after the mainstream adoption of generative AI (GenAI) technologies in mid-2023. Some AI chatbots in the analysis had recorded double- or triple- digit percentage increases in monthly traffic year-over-year, outpacing the growth rates of most search engines.

Other findings

Third, while search engines still accounted for the majority of web traffic, their share had gradually declined with advanced chatbots capturing a growing portion of user queries. Also:

  • The gap between the two categories has narrowed, especially in geographical regions with high AI adoption rates
  • Average session duration and pages per visit tended to be higher on search engines, indicating more in-depth browsing behavior. Activity with AI chatbots showed higher direct engagement for specific queries, with users often seeking concise, conversational answers.
  • Significant spikes in chatbot traffic had coincided with major AI feature launches, updates, or integrations into popular platforms, while search engine traffic had seen steady, incremental growth, with occasional surges linked to global events or algorithm updates
  • The data suggests that search engines were primarily used for information discovery, research, and navigation, while AI chatbots were increasingly favored for direct answers, creative content generation, and interactive problem-solving during the period of analysis
  • The rise of GenAI chatbots is signaling a shift toward conversational interfaces and direct-answer content formats

According to the firm that performed the data analysis, OneLittleWeb, “AI chatbots are not replacing traditional search engines—but they are reshaping how users interact with information online… they are evolving together, with each platform enhancing the other’s value. SEO professionals and content creators should embrace this hybrid approach, as the future of search will involve AI-powered tools from both categories, ensuring continued relevance for search engines in the era of AI.”

*from April 2023 to March 2025, including 10 generative AI chatbots (ChatGPT, DeepSeek, Gemini, Perplexity, Claude, Microsoft Copilot, Blackbox AI, Grok, Monica, Meta AI) and top 10 search engines (Google, Bing, Yandex, Yahoo, DuckDuckGo, Naver, Baidu, Ecosia, Brave Search, AOL) using SEMrush web traffic data

^The study discloses inherent limitations in the methodology in terms of sample size design, exclusion of mobile app traffic, and exclusion of country-specific domains