AI search isn’t coming. It’s already here.
This week on Little Talks, Sam and Roop talk about one stat that caught everyone’s attention: AI referral traffic to U.S. retail sites is up 393% year over year.
That’s not just another marketing number. It’s a sign that buyers are starting to search differently.
Instead of scrolling through a page of links, they’re asking AI tools questions, comparing options, and getting recommendations before they ever visit a website. In fact, AI-referred visitors are converting at a much higher rate because they’re arriving with more context and confidence.
So what does that mean for B2B brands?
It means showing up in AI search is about more than SEO. Reviews, product pages, third-party mentions, Reddit conversations, and the overall trust you’ve built online all play a role in whether AI sees your company as a credible recommendation.
The buying journey isn’t going away. It’s just changing.
And if your brand isn’t part of those AI conversations, you may never make it into the consideration set in the first place.
See you next week for more Little Talks.
— Roop, Claudia, and Sam
