Observed Signal · Aug 13, 2026 · Technical Release · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Platform Market: ChatGPT Referrals to B2B Sites Quadrupled
Demandbase’s Labs data shows ChatGPT-driven referrals to tracked B2B websites rose from about 645,000 in June 2025 to 2.6 million in June 2026 (a 303% increase), with a sharp inflection in May 2026 when volume more than doubled. The Labs dataset covers more than 11 billion visits across 1,584 platform instances, but Demandbase warns the data is proprietary and not independently verified; attribution is further complicated because many AI-influenced sessions appear later via brand searches. Growth was concentrated in OpenAI’s ChatGPT while Perplexity referrals declined and Gemini and Claude remained largely flat. Demandbase also reports rising ad spend on its platform—CTV up 112% and display up 55% year over year, with CTV’s share rising modestly—and says AI-generated referrals may become an increasingly important buyer-intent signal. Independent evidence on conversion value is mixed.
Demandbase data identifies a rapidly growing new referral channel (ChatGPT-driven AI referrals) and shows shifting ad spend (notably CTV growth), which impacts B2B go-to-market, demand capture, and media planning for marketers and AdTech vendors.
Wichtigste Kernpunkte & Evidenz
- Demandbase Labs: monthly ChatGPT-referred visits rose from ~645,000 (June 2025) to 2.6 million (June 2026), a 303% increase.
- Labs dataset covers >11 billion website visits across 1,584 platform instances; Demandbase describes it as proprietary and not independently verified, and attribution is complicated by later brand searches.
- Demandbase observed a sharp inflection in May 2026 when ChatGPT referral volume more than doubled versus prior months.
- Growth was concentrated in ChatGPT; Perplexity referrals declined while Gemini and Claude remained largely stable.
- Demandbase advertising data (based on >$123M in media spend across 75,645 campaigns): CTV ad spend +112% and display +55% between June 2025 and June 2026; CTV share rose from 1.53% to 2.08%.
Connected Companies & Entities
10 Entities mappedDemandbase
B2B account-based marketing, advertising and sales intelligence platform.
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Anthropic
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Professional social platform for hiring, advertising, sales and learning.
Perplexity
AI answer engine with subscriptions, enterprise plans, and developer API.
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Similarweb
Digital intelligence software for web, app, ecommerce, and advertising insights.
OpenAI
Foundation model company selling AI software, APIs and subscriptions.
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Search, video, adtech and cloud giant within Alphabet.
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B2B martech publisher with demand generation services.
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