How AI Tools Like ChatGPT and Google Gemini Are Transforming Traffic for Brands

Last July, Viv, a period care brand, experienced a staggering 400% spike in traffic attributed to AI chat tools like Google Gemini and OpenAI’s ChatGPT. According to Kelly Donohue, Viv’s marketing and design director, this surge was primarily due to consumers searching for non-toxic period care products after a study revealed heavy metals in common tampon brands.

The increased interest not only directed visitors to Viv’s blog but also led to a 436% increase in sales from these AI-generated recommendations.

Spins, a data provider, has been monitoring the impact of AI on consumer search behavior. Their latest 2025 Industry Trends and Predictions Report indicates a shift toward searching for products via TikTok and AI assistants. Brands with rich content databases are better positioned to leverage the rise of generative AI search.

Donohue emphasized the importance of providing comprehensive information about products across various platforms. By pivoting to emphasize safety in their marketing language, Viv effectively caught the attention of consumers. Articles like “Lead & Arsenic in Tampons?! Here’s Why Viv is Your Safest Tampon Choice”, published soon after the study, became top converters.

The effectiveness of detailed, data-driven content is crucial as AI tools seek cohesive responses with context rather than mere keywords. This strategy has resulted in Viv selling out six months of tampon inventory in just three weeks, thanks to Google’s AI recommendations.

Dan Buckstaff, Spins' chief product officer, noted that the rise of AI agents like ChatGPT as product discovery tools is prompting brands to adapt to changing search behaviors. He compared this shift to the early days of SEO, where brands had to learn how to optimize their visibility.

Other brands, such as Joe & Bella, which offers adaptive clothing, have also seen an increase in traffic from ChatGPT. Co-founder Jimmy Zollo speculated that ongoing investments in SEO keywords and a strong blog presence contributed to their visibility.

As more consumers, especially Gen Z, turn to AI tools for product searches, brands are focusing on how to maintain and enhance this traffic. Donohue reiterated the significance of aligning blog content and website messaging with AI search patterns.

This evolving landscape poses both challenges and opportunities for brands as they seek to optimize for AI-driven search results and maintain engagement with their audiences.