Similarweb Unveils GenAI Intelligence Toolkit to Track Brand Visibility and Traffic from AI Chatbots

Similarweb has unveiled its GenAI Intelligence Toolkit, a new solution designed to help businesses track their brand visibility and traffic generated by AI chatbots. The tool combines two features—AI Brand Visibility and AI Traffic—to provide companies with a comprehensive view of how their brands are represented on AI platforms and the extent of traffic driven to their websites from these sources. This comes as generative AI reshapes digital marketing, with marketers increasingly seeking insights into how AI tools influence brand discovery and user engagement. According to Similarweb, AI platforms such as ChatGPT, Gemini, Perplexity, Grok, and CoPilot generated over 1.1 billion referral visits in June 2025, marking a 357% year-over-year increase. The toolkit addresses this shift by enabling brands to analyze their presence on these platforms, measure traffic from AI chatbots, and compare their performance against competitors. Unlike other tools that focus solely on visibility, Similarweb’s offering identifies which AI platforms drive traffic to specific website pages, offering deeper actionable insights. The AI Traffic feature, described as a “game changer” by Ben Newman, Insights and Effectiveness Manager at UK-based digital agency Anything is Possible, allows users to track how AI chatbots direct audiences to their sites. Newman noted that this helps his team understand user prompts and refine strategies to better align with client needs. Jon Baldwin, Senior SEO Content Manager at pet care company Rover, highlighted the tool’s value in answering executives’ questions about AI-driven traffic and its implications for future strategies. He praised its ability to generate compelling visuals for presentations. Piotr Szpakiewicz, SEO Growth Leader at Displate.com, emphasized the toolkit’s competitive benchmarking capabilities. He noted that AI Brand Visibility not only measures a brand’s online presence but also reveals real user prompts that trigger mentions of their business. This helps his team connect SEO strategies directly to chatbot traffic and identify key sources of visibility. Similarweb’s CEO, Or Offer, stated that AI is fundamentally altering the digital landscape, and the company is committed to helping customers navigate this shift. The toolkit leverages Similarweb’s proprietary Digital Data, which aggregates information from multiple sources using advanced methodologies. Offer also mentioned the company’s broader AI initiatives, including full-service AI Agents that assist marketers in identifying traffic trends and content gaps. The GenAI Intelligence Toolkit is now available, offering businesses a way to monitor their performance in the evolving AI-driven market. Similarweb encourages journalists to reach out for insights into the impact of generative AI, while stressing that its data and reports are based on estimated metrics generated by its algorithms. The company acknowledges that users rely on this information for decision-making but disclaims responsibility for its accuracy. This launch underscores the growing importance of AI in digital strategies, as businesses seek to understand how chatbots influence consumer behavior and market dynamics. By integrating AI tracking into its analytics suite, Similarweb aims to empower users with tools to adapt to the changing web ecosystem.