Consider this scenario: A person asks ChatGPT to compare electric cars, gets detailed recommendations on Porsche’s electric car, then searches "Porsche Taycan" on Google three days later and signs up for a test drive. Your analytics show a Google conversion. The ChatGPT interaction that started the journey? Invisible.
This pattern is everywhere. 58% of consumers now skip Google and go straight to generative AI for product recommendations (Capgemini). Yet traditional analytics only capture the final click, not the AI conversations that increasingly drive purchase intent.
The result? Brands systematically underestimate AI's impact and underinvest in the platforms reshaping how consumers discover and choose products.
AI Usage helps you see beyond referral traffic to understand the true scope of AI's influence on your audience. Using our EverPanel of almost 25 million real internet users (demographically weighted to reflect the broader internet), AI Usage shows the scale of users who visit both AI models and sites within your product category.
Here's how it works in practice: Say you're Porsche trying to understand AI's impact on your target audience. AI Usage reveals that 4 million ChatGPT users also visited automotive sites last month. To put that into context, we benchmark this against Google's reach in the same category, showing that this audience size is equivalent to 34% of Google users visiting automotive sites. If your referral traffic from ChatGPT shows 3%, but AI Usage shows 34% of your target audience is using ChatGPT, you could be undercounting the real influence of AI on your brand by over 10x.
As AI Search becomes the front door to discovery, traditional attribution models break down. The customer journey increasingly starts with an AI conversation that doesn't show up in your analytics until much later, if at all. AI usage helps you see the full influence of AI platforms. This isn't about replacing your existing analytics. It's about adding the missing layer that makes everything else make sense.
