ChatGPT accounts for 45% of AI traffic in Brazil – Valor International
OpenAI’s ChatGPT accounts for 45% of all artificial intelligence traffic in Brazil, making it the country’s leading large language model (LLM). It is followed by DeepSeek, from the Chinese startup of the same name (18%); Google’s Gemini (12%); Perplexity, from Perplexity AI (9%); Grok, from Elon Musk’s xAI (8%); and Claude and Monica, from Anthropic and the Chinese startup Monica, respectively (7%).
The data comes from a study by the digital marketing platform Semrush, which shows that ChatGPT’s global reach has surpassed 1 billion users and has grown 5.5 times faster than Google did in its early years.
When it comes to search, however, OpenAI’s chatbot has taken a different route than Alphabet’s flagship platform. Only 30% of ChatGPT interactions incorporate traditional search engine optimization (SEO) features, according to the marketing agency Monks, citing data from Snaq, Semrush, and Search Engine Land.
For now, there is no evidence that ChatGPT will replace Google. On the contrary, according to Datos, a Semrush subsidiary, the number of Google searches grew between 2023 and 2024. The increase is mainly due to Google’s integration of AI-generated summaries directly into its search results—a feature that mirrors ChatGPT’s approach to providing contextual answers rather than simple links.
As a result, AI-driven search results, including those embedded in Google searches, are projected to surpass traditional search traffic by 2028, according to Semrush.
The shift carries major implications for the advertising market. Research by Ahrefs shows that users of AI-powered search tools click 75% fewer links than those using traditional organic search. However, Semrush found that AI search users are 4.4 times more valuable in terms of conversion rates—that is, their likelihood to complete a purchase or desired action is significantly higher.
The reason behind this higher conversion rate is that AI-generated responses tend to resemble personal recommendations or word-of-mouth marketing. “Users perceive them as more trustworthy than, say, content from a company’s blog,” explains Felipe Carvalho, marketing director at Monks Brasil.
As a result, advertisers are increasingly recognizing the value of ensuring their brands appear in ChatGPT responses or in AI Overviews (AIOs)—the summaries that appear above traditional search results.
Mr. Carvalho notes that the presence of AIOs has grown visibly in recent months. In the education sector, for instance, keywords triggered AIOs 61.82% of the time, while in retail, the rate reached 29.08%.
For the study, Semrush conducted a specific analysis of the Brazilian market. On average, AI-generated summaries contained 157 words, and in only 5.4% of cases did they use the exact wording of their reference sources. Instead, the tools draw on an average of five sources, prioritizing context, meaning, and relevance over mere keyword repetition.
The most frequently cited sources include news outlets, e-commerce platforms, and official government websites.
Translation: Todd Harkin
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