AI isn’t just changing the web—it’s rewriting the rules of how visitors find you. Industry analysts predict that traditional search volume will drop by 25% by 2026 as AI chat tools become the new front door to the web.
Users from AI models don’t behave like traditional browsers. They bypass your homepage, land deep inside your site, and convert at a much higher rate.
This shift presents challenges and opportunities for website owners. Instead of relying only on old search patterns, you have the opportunity to meet a growing wave of AI-referred visitors and shape their first experience with your brand.
The key is understanding how these sessions start, what paths they take, and how they convert. With the right attribution and tracking in place, you can spot opportunities, refine user journeys, and prove the real impact AI platforms are having on your traffic.
That’s exactly what Microsoft Clarity’s newest update is designed to help you do.
How Microsoft Clarity Helps You Understand AI-Driven Sessions
To help you make sense of this new type of traffic, Clarity now offers two dedicated channel groups—so you can spot, segment, and act on AI-driven visitors with confidence.
- AI Platform: Tracks sessions from users who land on your site via organic interactions with AI chat platforms (e.g., ChatGPT, Claude, Gemini, Copilot, Perplexity).
- Paid AI Platform: Tracks sessions from ads within AI chat experiences.
Both groups use the same source data for consistent, reliable reporting.
Stop Guessing and Start Winning AI Traffic
Now that you can spot AI-driven visitors in your analytics, the real magic begins—turning those numbers into insights that transform how you attract, engage, and convert them.
Meet the Visitors Who Skip Hello and Go Straight to “I’m Ready”
AI-referred users don’t browse like search or social visitors. They arrive with specific goals and high intent—so they need an experience tailored to that mindset. With Clarity segmentation and session recordings, you can watch how they move through your site, uncover what they click next, and eliminate friction points that prevent them from converting.
Turn Insight into Action Across Your Team
The new AI channel groups aren’t just another traffic report—they’re a live feedback loop between your content, AI platforms, and the users they send your way. With the right insights, you can design experiences that meet them exactly where they land—and turn one-time visits into lasting relationships.
- Optimize Conversion Paths – Compare AI traffic to other channels to see if they scroll farther, convert faster, or start deeper in your funnel.
- Tailor the Experience – Use these insights to launch mid-funnel CTAs, contextual product teasers, or instant signup prompts right where AI visitors land.
- Prioritize Content Investments – Double down on the pages AI platforms surface most often to keep users engaged and converting.
See the New AI Channel Groups in Action
The future of web traffic is already here—and Microsoft Clarity can help you see it. The new AI Platform and Paid AI Platform channel groups are available now in your Clarity dashboard.
Here’s how you can start using this new feature:
- Open your Clarity dashboard.
- Navigate to the Channels card.
- Filter by “AI Platform” or “Paid AI Platform” to view and segment your AI traffic.
AI isn’t on the horizon—it’s already sending traffic your way. The question is: are you measuring it?
With Clarity’s new AI Tools channel group, you can stop guessing and start learning from this next wave of user behavior.