State of Web 2026: How AI Is Reshaping the Internet

The report highlights seismic shifts in web traffic and discovery. AI assistants are the fastest-growing web category, with traffic up 86% YoY and ChatGPT alone adding 60B+ visits to become the #6 site globally. This growth is eroding traditional informational categories like News and Education, as users rely on AI synthesis.

Meanwhile, mobile overtook desktop for the first time in Q1 2026, accounting for 50%+ of visits, though desktop still commands 70%+ of total time spent. The duopoly of Google and Meta persists, with combined True Audience of 2.9B monthly users. However, AI is emerging as a new discovery layer: cross-platform AI usage doubled, and AI-driven referrals are climbing across retail and travel.

Key data points: Amazon Rufus users convert nearly 2x more; AI traffic to travel booking sites tripled from Q1 2024 to Q1 2026. For ad ops, the takeaways are clear: invest in AI-compatible ad formats, track cross-platform user journeys, and prepare for fragmented attention between search, social, and AI. The report also notes that while AI traffic remains <1% of total web traffic, its high conversion rates and rapid growth signal it will become a critical channel.

Ad ops teams should test AI-specific placements and measure attribution beyond last-click.