Friday, October 24

🌟 Today’s Highlights:

• Microsoft just rolled out a major Copilot fall release

• Amazon built an AI tool to help users decide on a purchase

• Here’s how to get your market thinking of you when it’s time to buy

• 📊 Stat of the Day: 45% of news answers from AI assistants show significant issues. (Source: EBU & BBC)

• 💡 Today’s Insight: ChatGPT referrals convert worse than Google Search

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⚡️ Today’s Headlines ⚡️

✨ Microsoft launched some big updates to Copilot. The new fall release includes long-term memory tracking of user preferences across conversations, connectors to search OneDrive and Google systems, and an update to turn Edge into an “AI browser.”

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😰 Amazon introduced a new AI-powered ‘Help Me Decide’ button. The new tool is supposed to help consumers choose between similar products based on the user’s browsing activity, searches, shopping history, and preferences.

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👀 YouTube explained why it reinstated previously banned channels. As part of YouTube’s ‘Second Chance’ pilot program, the social network will enable some creators that received permanent bans to potentially return and resume posting their clips.

💡 Today’s Insight 💡

Study: ChatGPT referrals convert worse than Google Search

🗞 TL;DR – Sure, ChatGPT traffic is growing fast and increasingly supporting shopping efforts… but researchers say it’s gonna be a long time until LLM traffic catches up to Google Search in conversions or revenue. Google (paid organic) search still wins on conversion and revenue per session.

💡 Insight – According to a new study of 12 months, 973 eCommerce sites, and $20 billion in combined revenue…

• ChatGPT referral traffic was ~0.2% of total sessions (~200× smaller than Google organic)

• Affiliate (+86%) and organic search (+13%) conversion rates were higher than ChatGPT; only paid social converted worse than ChatGPT

• ChatGPT trailed paid and organic search on revenue per session, but beat paid social

• ChatGPT referrals had lower bounce rates than most channels, but organic/paid search was still best on bounce rate

• Conversion rate and revenue per session from ChatGPT improved, while average order value declined

🎯 Takeaway – Despite the push toward AI assistants, the data suggests that LLMs haven’t disrupted Google Search and probably won’t in the next year. That said, the data might also reflect that early-stage friction (like trust and verification behavior) might push shoppers to double and triple check a purchase before buying, thus crediting last-click to traditional channels like Google Search. So, maybe it’s only a matter of time before the tune starts changing.

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