website SEOWebsite Traffic
by David Dubois, John Dawson and Akansh Jaiswal
Over the past year, consumers have migrated en masse from traditional search engines to Gen AI platforms including ChatGPT, Gemini, DeepSeek, and Perplexity. In a survey of 12,000 consumers, 58% (vs. only 25% in 2023) reported having turned to Gen AI tools for product/service recommendations. Another study reported a 1,300% surge in AI search referrals to U.S. retail sites during the 2024 holiday season.
Explore HBR
HBR Store
About HBR
Manage My Account
Follow HBR
Harvard Business Publishing:
Copyright ©2025 Harvard Business School Publishing. All rights reserved. Harvard Business Publishing is an affiliate of Harvard Business School.