Traffic from AI chatbots converts at a higher rate than traffic from Google. That’s according to Airbnb CEO Brian Chesky, who dropped the data point during the company’s Q4 2025 earnings call.
“And what we see is that traffic that comes from chatbots convert at a higher rate than traffic that comes from Google,” Chesky said.
He did not share specific conversion rates. Airbnb also didn’t quantify how much traffic is coming from chatbots or name the platforms that are driving the bulk of it. But the signal is hard to ignore.
Higher intent, lower volume
Chesky referenced ChatGPT, Google’s Gemini, Anthropic’s Claude and other models in broader remarks about AI platform availability. The implication is that users arriving from AI assistants may be further along in their journey than someone typing a broad query into Google.
That aligns with what Google and Microsoft have been arguing for months. AI search may drive lower overall click volume, but the traffic it does send could be more qualified.
Dig deeper: AI search is shifting traffic from volume to value
If Airbnb’s early data holds, AI assistants are shaping up to be a high-intent discovery layer. Not necessarily a replacement for search, but a refinement of it.
The SEO toolkit you know, plus the AI visibility data you need.
AI as a discovery partner
Chesky framed chatbots as “very similar to search” and positioned them squarely at the top of the funnel.
“I think these chatbot platforms are gonna be very similar to search. Gonna be really good top-of-funnel discoveries,” he said.
Importantly, Airbnb does not appear to see AI assistants as disintermediators. Instead, it views them as potential acquisition partners.
“We think they are gonna be positive for Airbnb,” Chesky added.
That’s a notable shift in tone from the early anxiety about generative AI cutting brands out of the customer journey. For Airbnb, the bet is that strong brand demand, combined with structured content, can translate into AI-driven visibility.
Building an AI native experience
Airbnb is not just reacting to AI platforms. It is building its own.
Chesky described a long-term vision of an “AI native experience” where the app does not just retrieve results but understands the user.
“The app does not just search for you. It knows you,” he said.
AI search inside Airbnb is currently live to a small percentage of users. The company is experimenting rapidly rather than staging a large product launch. The goal is to make search more conversational and expand it beyond trip planning. Sponsored listings may come later, but only after the core AI experience is refined.
“We want to first nail AI search,” Chesky said.
That sequencing matters. In a conversational interface, traditional ad units do not simply slot in the way they do on a SERP. Airbnb appears cautious about forcing legacy monetization formats into a new interaction model.
Dig deeper: OpenAI and Google reveal competing visions for AI ads
AI behind the scenes
Externally sourced traffic is only part of the story. Airbnb is also deeply embedding AI into its operations.
Its in-house AI customer service agent now resolves nearly one-third of North American support tickets without human intervention. The tool is English only for now, but a multilingual global rollout is planned, including voice support.
Chesky said the goal is for AI to handle significantly more than 30 percent of tickets within a year.
That is not just a cost efficiency play. Faster resolution times and consistent support experiences can also influence downstream loyalty and repeat booking behavior.
Why this matters for marketers
There are two big takeaways for marketing leaders.
First, AI assistants are emerging as a meaningful discovery layer. If the traffic they send is more qualified, the KPI conversation shifts from raw volume to intent quality. Fewer clicks could still mean more bookings, demos or purchases.
Second, brand strength still matters. Airbnb began shifting more of its budget toward brand marketing before generative AI took off, reducing its reliance on search marketing. If AI assistants synthesize and recommend rather than list and rank, strong brand signals may become even more critical.
AI search is currently only a small slice of traffic, but the direction is clear. The question for marketers is no longer whether AI assistants will influence the path to purchase. It is how quickly you adapt your acquisition, content and measurement strategies to account for them.
The post Airbnb says AI chatbot traffic converts better than Google appeared first on MarTech.