ChatGPT Referrals to B2B Websites Rose 303% YoY to 2.6 Million in June 2026
Demandbase data shows ChatGPT driving nearly fourfold growth in B2B referral traffic while CTV ad spend rose 112% over the same period.
Monthly visits to Demandbase-tracked B2B websites from ChatGPT reached 2.6 million in June 2026, up 303% from roughly 645,000 visits in June 2025. The data come from Demandbase customer platform records and show a sharp increase beginning in May 2026.
according to Demand Gen Report.
Growth in AI-Driven Referrals
Labs by Demandbase tracked the rise of AI assistants as referral sources. ChatGPT accounted for the overwhelming majority of AI-referred traffic. Referrals from Perplexity declined during the period while Gemini and Claude remained flat.
The volume more than doubled in May 2026 compared with prior months.
Differences Across AI Platforms
Growth was not uniform. ChatGPT referrals increased nearly fourfold while other platforms showed flat or declining numbers.
AI assistants have become a fast-growing source of inbound leads to the B2B websites Demandbase measures.
according to Demand Gen Report.
Shifts in Media Investment
Between June 2025 and June 2026, CTV advertising spend on the Demandbase platform rose 112%. Display advertising spend rose 55% over the same interval.
CTV’s share of overall ad investment increased from 1.53% to 2.08%. The figures are drawn from more than $123 million in media expenditures across 75,645 campaigns.
B2B marketers increased spending on channels they control, including CTV and display, to build brand familiarity as AI discovery expands.
according to Demand Gen Report.
Measuring Emerging Intent Signals
Demandbase officials stated that AI-generated referral traffic is expected to become an increasingly important indicator of buyer intent. The data also note that much buyer activity occurs before visitors reach a brand website.
