50 of the most compelling sources of evidence showing AI generative search is exploding in 2025!
The way people find answers online is changing fast—and in 2025 it’s crystal clear that AI search is exploding. From Google rolling out AI Mode in the UK to the surge of AI-driven referrals and brand-new AI-native search experiences, the numbers (and the product launches) tell a very UK-relevant story: if you run a business in London, Harrow, Eastcote, or anywhere across the UK, your customers are increasingly discovering you through AI-enhanced results and conversational answers. This blog curates 50 evidence-backed examples with sources so you can see the scale of the shift—and act on it with smart content, structured data, and generative engine optimisation.
1) AI referrals to the web jumped 357% year-over-year (June 2025)
According to Similarweb data reported by TechCrunch, AI platforms generated 1.13B referrals to the top 1,000 sites in June 2025—up 357% YoY. (TechCrunch)
2) Google launches AI Mode in the UK (July 28–29, 2025)
Google’s own announcement highlights AI Mode’s UK rollout, powered by Gemini 2.5, enabling complex, multi-step queries. (blog.google, AI Magazine, dxglobal.com, Indiatimes)
3) ChatGPT Search is available to everyone (Feb 5, 2025)
OpenAI made ChatGPT Search broadly available, normalising AI-first search behaviour across regions where ChatGPT is available. (OpenAI)
4) OpenAI’s SearchGPT prototype spotlights source-backed answers
OpenAI tested SearchGPT, a prototype focused on timely answers with clear citations—pushing expectations for AI search quality. (OpenAI)
5) Perplexity’s valuation surges to ~$20B amid search growth
Perplexity is raising at a $20B valuation with ARR reportedly $150M+ mid-2025, reflecting investor conviction in AI-native search. (Business Insider)
6) Perplexity usage and traffic are skyrocketing
Reports put Perplexity at 100M+ weekly queries and 153M monthly visits by mid-2025. (Exploding Topics)
7) Perplexity monthly active users top 22M
A 2025 roundup shows 22M+ MAUs and 2M+ daily users, underscoring mainstream adoption. (DemandSage)
8) AI referrals beyond Google are climbing month-over-month
Similarweb data (via Digiday) shows AI platforms (ex-Google) grew referrals from 35.3M to 35.9M in June 2025. (Digiday)
9) ChatGPT’s monthly visits exceed 5.7B
ChatGPT’s global demand fuels habitual AI search behaviours at massive scale. (DemandSage)
10) Publishers feel the shift as organic search patterns change
A WSJ report cites Similarweb: one publisher’s organic search traffic fell 55% (Apr 2022–Apr 2025), reflecting AI answer competition. (The Wall Street Journal)
11) UK and EU pushbacks signal how impactful AI results have become
A new case asks regulators for an opt-out from Google’s AI Overviews, framing them as “existential” for news traffic. (WAN-IFRA)
12) Wix research: AI search now ~7.8% of search traffic (June 2025)
Wix’s AI Search Lab tracked AI-search traffic share rising from 7.66% → 7.82% in a month. (wix.com)
13) Marketers expect AI search to help blogs
Surveyed marketers foresee AI engines boosting blog traffic; only 9% expect harm. (Similarweb)
14) Microsoft’s Copilot keeps building distribution across Windows, Bing, Edge
Copilot’s user base continues to expand across Microsoft surfaces—crucial to AI-search habit building. (Business of Apps)
15) Copilot’s active user figures trend into the tens of millions
Roundups cite ~33M active Copilot users—evidence of a second major AI-search entry point. (SeoProfy)
16) Bing momentum stories track Copilot’s lift to search share
Analysts point to Bing’s relative gains as AI assistants reshape query flows. (gHacks Technology News)
17) Brave’s Leo now answers with real-time Brave Search
Brave integrated live search into Leo, blending private search with AI answers. (Brave)
18) Brave Summariser adds inline references (June 2025)
API changelog shows stronger citation features—another push toward trustworthy AI answers. (Brave)
19) Brave pioneered summary-at-the-top answers (2023+) and keeps iterating
The original Summarizer set expectations for concise, source-backed AI output in search UX. (Brave)
20) Arc Search popularised “Browse for Me” on mobile
Arc’s “Browse for Me” condenses the web into a fast summary—an AI-first search flow. (Apple)
21) Arc keeps improving AI search UX through 2025
Release notes show continued enhancements to Browse for Me in 2025. (resources.arc.net)
22) AI referrals keep growing despite “zero-click” pressures
Digiday’s Similarweb charts show AI platforms increasingly sending visits out to publishers. (Digiday)
23) Reddit strikes data deals that feed AI answers
Reddit inked licensing deals with Google and OpenAI—key fuel for high-quality AI search. (Reuters, Business Insider)
24) Reddit’s own AI-powered search usage is up
Reddit reported 70M weekly users of Reddit Search and 6M using Reddit Answers—habits that normalise AI discovery. (Investors)
25) Reddit tightens control of archives as AI demand surges
Blocking most Wayback Machine indexing underscores how valuable content inputs are to AI search. (PC Gamer)
26) Financial Times: Reddit doubles down on human-sourced content for AI era
Human-verified content becomes a prized dataset for AI search quality and trust. (Financial Times)
27) Google underscores AI Mode for complex, multi-step UK queries
Google positions AI Mode as the “most powerful” search for nuanced tasks—a direct statement of AI’s search role. (blog.google)
28) UK brand guidance: AI Mode will “fundamentally change” search journeys
Consultancies are already advising UK brands on adapting to AI Mode’s answer-first UX. (dxglobal.com)
29) Industry trade press tracks UK-specific implications
Coverage frames UK launch as a competitive escalation in AI-led search. (AI Magazine)
30) Similarweb/HubSpot: majority of marketers are optimistic about AI search
Strategists are planning content for AI discovery, not just blue links. (Similarweb)
31) Perplexity’s traffic comp: 153M+ visits/month (May 2025)
High visit volumes translate into meaningful query share beyond traditional engines. (Exploding Topics)
32) Perplexity MAU growth >50% YoY
User base growth resembles early-stage mainstream adoption curves. (DemandSage)
33) Investors bet big on AI-native search UX
Perplexity’s funding and valuation climb mirror confidence in answer-first search. (Business Insider)
34) ChatGPT’s massive visit counts normalise conversational querying
The act of “asking an AI” is now a default behaviour for billions of visits monthly. (DemandSage)
35) Bing/Copilot adds scale through Windows integration
Distribution across Windows and Edge cements everyday exposure to AI answers. (Business of Apps)
36) Roundups tally Copilot user numbers at meaningful scale
External aggregations report tens of millions of Copilot actives, widening AI search’s base. (SeoProfy)
37) Arc keeps desktop innovation moving too
Arc’s 2025 macOS releases show continuous improvements—AI-aided browsing as a norm. (resources.arc.net)
38) Independent labs measure AI-search share alongside Google
Wix’s tracking offers a second lens on AI traffic share growth. (wix.com)
39) Market analysts describe Bing’s relative momentum
Copilot’s presence contributes to share shifts in segments and regions. (gHacks Technology News)
40) Trade media quantify the AI referral “pie”
Digiday’s charts help marketers forecast AI as a referral channel, not just an on-page destination. (Digiday)
41) Publishers and regulators escalate the AI results debate
UK/EU case filings specifically target AI Overviews’ impact—because that impact is now large. (WAN-IFRA)
42) OpenAI’s public roadmap: search is a first-class feature
OpenAI’s own posts foreground search as a core ChatGPT capability in 2025. (OpenAI)
43) OpenAI’s broader 2025 releases (e.g., GPT-5) raise answer quality
Model upgrades announced in Aug 2025 elevate the baseline for AI-search relevance and reasoning. (OpenAI)
44) Brave community flags rapid Leo improvements
User reports and updates point to steady gains in on-device, privacy-preserving AI answers. (Reddit)
45) Arc community notes continual “Browse for Me” refinements
Frequent releases keep AI-assisted search snappy and accurate on iOS. (Reddit)
46) Reddit’s commercial success includes AI product adoption
Earnings coverage highlights AI features like Reddit Answers reducing reliance on external search. (Investors)
47) Data licensing becomes a competitive moat for AI search
Licensing deals ensure high-quality, fresh knowledge sources for answer engines. (Reuters, Business Insider)
48) Publishers are restructuring content for AI visibility
The traffic shifts reported by WSJ/Similarweb push teams toward structured, source-rich content. (The Wall Street Journal)
49) AI Mode’s UK launch formalises answer-first expectations for Brits
From Manchester to London, UK users now see AI summaries alongside traditional results. (blog.google, Indiatimes)
50) The net effect: AI search is now a channel you can’t ignore
With referrals up triple-digits and multiple AI engines scaling, brands must optimise for AI answers, not just blue links. (TechCrunch)
What UK businesses should do next (quick playbook)
Structure for AI answers: Add clear headings, FAQs, concise summaries, and schema (FAQPage, HowTo, Product, LocalBusiness).
Citations inside your content: AI engines reward pages that quote, cite, and link to authoritative sources—mirroring how AI answer boxes show references.
Localise for UK discovery: Include UK spellings, local place names (e.g., “Eastcote mobile massage”), opening hours in GMT/BST, and region-specific compliance.
Speed + clarity: AI models tend to extract first, clean sections—so lead with the answer, keep paragraphs short, and reiterate key facts.
Maintain freshness: Update key pages monthly; AI engines and search labs reward recent, verified information.
Adopt Generative Engine Optimisation (GEO): Create content that AI systems can easily parse, summarise, and quote—think crisp intros, bullet-proof facts, and descriptive anchors.
Helpful links Below
