AI search reshapes traffic: giants lose slices to smaller sites

gaganghotra_ · x · 2026-08-29

Observations indicate that ChatGPT, AI Overviews, and other AI search surfaces are redistributing traffic in certain niches. The 'pie' of organic traffic once dominated by Google search is being divided: top sites in a niche or country are losing significant traffic, while many smaller businesses are gaining small slices. This trend is obvious in smaller datasets (e.g., Australian results) and competitive categories like car sales or home services.

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