Inside the AI Search Revolution

Analyzing the Growth, Engagement, and Dominance of ChatGPT, Perplexity, Gemini, and Claude

AI is changing how people search, and the competition is growing. 

ChatGPT, Perplexity, Gemini, and Claude are leading the charge, each with its own unique approach and trajectory. 

We analyzed Similarweb data to see who’s growing, who’s stalling, and why. The numbers tell a clear story: retention matters, organic discovery beats brand recognition, and not all AI search tools are built to last.

In this article, we'll unpack what’s working, what’s not, and what it means for brands looking to stay visible in AI search.

Methodology: How We Measured Growth 

To gain a comprehensive understanding of each platform's growth and engagement, we used Similarweb's website analysis tools to track key metrics, including:

• Monthly visits 
• User engagement (time on site, pages per visit, bounce rate)
• Traffic sources (direct, search, referrals)
• Branded vs. non-branded search traffic

By examining these data points, we aim to provide a clear picture of who's growing, who's stagnating, and what it means for the future of AI-driven search.

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🔵 ChatGPT: The Giant with a Growth Problem

Growth & Traffic Trends:

• Total Visits: 390.6M (📉 down -8.4%)
• Monthly Unique Visitors: 32.51M
• Traffic Source: 74.62% direct, only 14.64% from search

Engagement:

• Visit Duration: 1 minute (lowest among competitors)
• Pages per Visit: 1.18
• Bounce Rate: 87.44% (very high—users leave quickly)

Despite its position as the most recognized AI search tool, ChatGPT appears to be struggling with user retention. The platform's heavy reliance on direct traffic and high bounce rate suggest that while it may be a household name, users aren't sticking around.

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🟢 Perplexity: The Dark Horse Gaining Momentum

Growth & Traffic Trends:

• Total Visits: 303.4M (📈 up +10.97%)
• Monthly Unique Visitors: 14.21M
• Traffic Source: 25.96% from organic search (highest among competitors)

Engagement:

• Visit Duration: 6 minutes 12 seconds (highest engagement)
• Pages per Visit: 4.13
• Bounce Rate: 32.33% (lowest—users stay longer)

Perplexity is proving itself as a real alternative to traditional search. With the highest organic search traffic and the most engaged users, Perplexity is demonstrating that it can attract and retain users in a way that more closely resembles a traditional search engine.

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🟡 Gemini: The Google-Backed Heavyweight

Growth & Traffic Trends:

• Total Visits: 813.3M (📈 up +6.14%)
• Monthly Unique Visitors: 64.62M
• Traffic Source: 67.86% of traffic comes from Google itself

Engagement:

• Visit Duration: 4 minutes 37 seconds
• Pages per Visit: 3.20
• Bounce Rate: 35.30%

Gemini, backed by Google’s massive reach, is seeing growth. But with most of its traffic coming directly from Google, it’s unclear whether the platform can drive organic adoption or stand on its own.

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🟠 Claude: A Steady Contender with Niche Appeal

Growth & Traffic Trends:

• Total Visits: 223.5M (📉 down -4.9%)
• Monthly Unique Visitors: 10.40M
• Traffic Source: 97% branded search (users come directly for Claude)

Engagement:

• Visit Duration: 5 minutes 56 seconds
• Pages per Visit: 3.70
• Bounce Rate: 27.07%

Claude, while boasting strong user engagement, is struggling to expand its audience. Its heavy reliance on branded search suggests a loyal but niche user base, particularly among developers and researchers.

Comparative Analysis: Who's Winning the AI Search War?

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Fastest Growing:

• Perplexity (+10.97%) is leading the pack, fueled by high engagement and a strong organic search presence.
• Gemini (+6.14%) is seeing growth, but its reliance on Google's ecosystem raises questions about long-term adoption.

Struggling:

• ChatGPT (-8.4%) is losing ground, hampered by declining traffic and the highest bounce rate among competitors.
• Claude (-4.9%), while stable, is struggling to expand beyond its niche audience.

Key Trends:

• Engagement is king: Platforms with longer visit durations (Perplexity, Claude) are winning the retention battle.
• Search vs. direct traffic: ChatGPT & Claude rely heavily on brand loyalty, while Perplexity is making inroads in organic search.
• Google's influence: Gemini's massive referral traffic from Google gives it a unique advantage, but also raises questions about its independence.

What This Means for the Future of Search 

The rise of AI-driven search is undeniable, but the path forward is not uniform. Each platform is charting its own course:

• Perplexity is positioning itself as the "Google of AI search," with a focus on organic discovery and user engagement.
• ChatGPT, despite its brand recognition, is functioning more as a chatbot than a search tool, with users quickly bouncing off the platform.
• Claude is carving out a niche among technical users but faces challenges in achieving mainstream adoption.
• Gemini, while bolstered by Google's support, must prove it can stand on its own and drive organic growth.

How daydream Helps Brands Navigate AI Search 

At daydream, we're committed to helping brands thrive in the age of AI search. Here are three ways we can help:

1. Book a Call to discuss how daydream can help you drive consistent organic growth — as we have with companies like Clay, Descript, and OpenArt.
2. Request a custom Answer Engine Optimization Audit to learn what AI queries your brand appears for, how you stack up vs. your competition, and how much AI traffic you get.
3. Download The Complete Guide to Programmatic SEO to learn about the frameworks and tactics used by the best experts in programmatic content.

Thanks for reading! Reply any time. 👋🏻

Until next time,

Thenuka

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