The claim
AI answer engines link to the entity being recommended rather than to a matching document, so brand-level pages capture AI referral traffic that deep content does not.
What the evidence shows
Across 52 sites (9 B2B, 43 B2C) in matched six-week windows either side of 7 May 2026, ChatGPT referral sessions rose 97.9% (183,497 to 363,089). Homepages grew 1,316% (7,990 to 113,183), lifting their share of ChatGPT referral traffic from 4.4% to 31.2%, while blog sessions FELL 28% (3,495 to 2,509). The aggregate is heavily skewed: median site growth was 54%, the single largest winner took 64% of the net increase and the top five took 91%, and 14 of the 52 sites declined outright.