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.
While AI Usage shows you the scale of AI adoption among your target audience, Prompt Volumes reveals what users are actually asking AI about. AI tools are becoming the new search engine, research assistant, and purchase advisor. Knowing how often your brand or category appears in AI prompts is key to understanding emerging trends, shifting consumer interests, and competitive positioning.
Simply search for any brand (like Porsche) or category (like electric vehicles) to see how often that topic appears in AI prompts each month across all major models. From there, you can explore prompt volumes for related topics like electric sedans, luxury EVs, performance cars, or benchmark against competitors like Tesla, BMW, and Toyota.
Unlike traditional keyword research, Prompt Volumes tracks topics instead of specific phrases. Why? Over 80% of AI prompts are unique. People don't write AI prompts like search queries - they write them like conversations. One user might ask an AI model to "compare Porsche's electric sedan to Tesla" while another might ask "is the Taycan or the Tesla Model S better?" Same intent, completely different wording.
That's why we cluster prompts into broader topics, giving you accurate measures of what people are actually asking about, regardless of how they phrase it.
.jpeg)
AI Usage answers the question "How big is my AI-influenced audience?" and Prompt Volumes answers "What are those audiences actually asking AI about?"
Together, they give you a 360-degree view of AI's impact on your category. You can see both the scale of influence and the specific topics shaping demand. This allows you to spot emerging trends, guide content strategy, track competitive positioning, and understand how to prioritize your AI strategy.
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 and Prompt Volumes bridge that gap. They help you see the full influence of AI platforms and understand the conversations driving demand in your category. This isn't about replacing your existing analytics. It's about adding the missing layer that makes everything else make sense.
