Brands see an influx of traffic from ChatGPT and Google Gemini
Last July, the period care brand Viv saw its monthly traffic spike by 400%, which “came out of nowhere,” according to Viv’s marketing and design director Kelly Donohue. After some digging, Donohue discovered that the jump in traffic was driven primarily by Google Gemini and OpenAI’s ChatGPT search recommendations for non-toxic period care. At the time, a study by the scientific journal Environment International came out that found that many popular tampon brands contain heavy metals like lead and arsenic. Many people were asking the AI assistants about toxins in tampons and searching for sustainable period products, which led them to Viv’s blog.
Impact of AI Tools on Brand Traffic
Many of the people who were directed to Viv’s blog by ChatGPT ended up buying products. Sales converted from these recommendations jumped 436%. Viv is now part of a growing number of digitally-native brands popping up in AI-based search results.
Data and intelligence provider Spins has been tracking how AI tools are already changing the way people search for solutions and products. This month, Spins released its 2025 Industry Trends and Predictions Report, which highlights a shift toward people searching for products through TikTok and AI assistants like ChatGPT. While advertising tools are still being developed for these engines, brands that have built out a deep database of content appear set up to benefit from the rise of generative AI search.
Optimizing Content for AI Search Engines
Donohue mentioned that including information about the brand in as many places as possible seemed to help Viv breakthrough on ChatGPT and other AI-powered search platforms. This helped train these AI search engines with thorough context, transparency, and education.
Last July, the brand pivoted to centering Viv products’ safety standards in its marketing language, including email, SMS, and social media. Detailed and data-driven content seems to be important for getting picked up by these AI tools. Viv’s social media and website content delve into granular details about period products’ manufacturing processes, ingredient safety, and product testing.
Donohue also emphasized that these AI tools are specifically scraping through content, looking for a cohesive response that includes context, sources, and background.
Future Strategies for Brand Success
Spins chief product officer Dan Buckstaff highlighted the necessity for brands to adapt to the changing landscape of AI-driven product discovery. This shift poses both a challenge and an opportunity for consumer brands, with solid content being the initial key to success.
Similarly, the adaptive apparel brand Joe & Bella has witnessed a surge in new customers coming to its website from ChatGPT in recent months. This trend of AI-driven traffic is something that many brand executives are contemplating, especially as more shoppers turn to alternative search methods.
As brands continue to navigate the evolving digital landscape, the focus on optimizing content for AI tools remains paramount. With the increasing reliance on AI chatbots for product discovery, brands are investing in tailored content strategies to ensure visibility and engagement.
