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AND report from Modern Retail shows that people who use ChatGPT and Google Gemini for quick summaries also click on the links these tools provide.
This is important for marketers because it suggests that AI-driven search could change product discovery and online traffic.
While these numbers are self-estimates and lack broader data, they offer insight into how consumers interact with AI search results and how brands can benefit.
What brands are watching
Viv, a period care brand, noticed a trend last summer when traffic to its website increased by 400%. Chief Marketing Officer Kelly Donohue linked this to the rise of AI tools.
This jump coincided with the study in Environment International who found harmful heavy metals in popular brands of tampons. Vivo’s blog posts about product safety became visible as people searched for safer options.
Increased traffic resulted in higher sales, and Viv reported a 436% rise from these recommendations powered by artificial intelligence. This means that users actively clicked to learn more and make a purchase.
What to learn from this
Vivo’s experience underscores the need for brands to create comprehensive content that answers people’s questions.
Donohue pointed out that platforms like ChatGPT prefer articles with context, sources and thorough explanations over keyword-heavy material.
Donohue explained,
“These AI tools specifically scrape through content, but look for more than just keywords. They’re looking for a cohesive answer they can give people that includes context, sources and background.”
In response, Viv focused on product transparency and security. By creating educational articles, Viv has built consumer trust and improved its visibility in AI recommendations.
The effort paid off, Donohue added:
“We ended up selling out about six months worth of tampons in three weeks, driven by Google’s AI-powered recommendations.”
Other brands report similar trends
Joe & Bella is a customizable clothing brand that has gained more visitors thanks to ChatGPT referrals.
It manufactures clothes for the elderly and people with mobility difficulties, and during the holidays it records an increase in visits and purchases.
Jimmy Zollo, co-founder and CEO of Joe & Bella, tells Modern Retail:
“I actually don’t know how or what they would type or ask ChatGPT to find us during the holidays.”
Zollo speculated that the company’s ongoing investments in SEO and blog content likely played a role.
The brand consistently uses keywords like “adaptive clothing” in its search ads and blog posts, which may have helped it rank in AI-driven results.
Zollo added:
“It was pretty cool and unexpected, but we need to better understand how to optimize these searches in the future.”
What this means for marketers
These reports show that people are using links in AI-generated search results, not just reading summaries.
Dan Buckstaff, director of product at Spins, compares this to the early days of SEO.
Buckstaff said:
“Much like 15 years ago when we questioned how SEO works, we are left with the question of how brands can benefit from an AI environment.”
Spins’ 2025 Industry Trends Report shows that consumers are increasingly using AI tools like ChatGPT and social media platforms like TikTok to discover products.
While advertising on these AI tools is still evolving, brands with strong, curated content benefit.
A look ahead
Consumers are increasingly clicking on links in AI-driven search results, especially younger audiences like Gen Z, who are using AI tools to discover products.
For brands like Viv, this shift is key to content creation.
Donohue said:
“These searches are now top of mind for us, and the way we write our blogs and the content on our website can play a big role in getting people to find us through AI tools.”
The key takeaway is to focus on clear, educational content to increase your chances of being recommended by AI-powered search tools.
Featured Image: Mojahid Mottakin/Shutterstock
