ChatGPT's global traffic share fell to 64.6%, while Google's Gemini increased to 22% in January 2026. This shift reflects growing competition and changing dynamics in the generative AI market, with other platforms like Grok and Claude also showing notable traffic movements.

A leaked document reveals that ChatGPT generates very little traffic for publishers, with a click-through rate (CTR) averaging just 0.69%. Despite high impressions, the most visible placements yield few clicks, suggesting that AI-driven traffic won't replace traditional organic search traffic.

ChatGPT has seen a significant decline in traffic referrals, dropping by 50% over a two-month period. The decrease raises concerns about the sustainability of its user engagement and could signal challenges in maintaining its popularity in the long term. Analysts suggest that changes in user behavior and competition may be contributing factors to this trend.