An increasing challenge for those of us working in the world of website analytics is the impact on traffic from Artificial Intelligence (AI) tools such as ChatGPT and Gemini. The traffic – or as I will come on to discuss, the lack of traffic – from such platforms is a relatively new phenomenon. However, it adds to other relatively recent challenges such as a rise in what is known as ‘direct’ traffic as well as the mysterious sounding source of traffic known as ‘dark social’.