AI assistant referral traffic to UK brands up 7.4× year-on-year in Q2 2026. The fastest-growing organic channel in the dataset.
Source breakdown: ChatGPT 61%, Perplexity 21%, Gemini 11%, Claude 5%, other 2%.
Conversion quality: 2.3× lead-rate uplift (B2B) and 1.7× ecommerce conversion-rate uplift vs classic Google organic on like-for-like landing pages.
Median UK brand: 2.1% of non-brand sessions from AI assistants. Leader cohort: 6.4%. 12 months ago: 0.3%.
Updated quarterly by Creative Marketing Research with cross-tabs for journalists.