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’re seeing is that traffic from chatbots is converting at a higher rate than traffic from Google,” Chesky said.
He did not have certain conversion rates. Airbnb also didn’t quantify how much traffic comes from chatbots or say which platforms drive the bulk of it. But the signal is hard to ignore.
High aim, low volume
Chesky referring to ChatGPT, Google’s Gemini, Anthropic’s Claude and other models in broad terms about the availability of the AI platform. The implication is that users arriving from AI assistants are more likely to continue their journey than someone typing a broad query into Google.
That’s consistent with what Google and Microsoft have been arguing for months. AI search may reduce overall click volume, but the traffic it sends may be more relevant.
Dig deeper: AI search transforms traffic from volume to value
If Airbnb’s early data is still available, AI assistants form a highly targeted discovery layer. It’s not really a replacement for search, but a refinement of it.
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Chesky branded chatbots as “very similar to search” and placed them in a specific position at the top of the funnel.
“I think these chatbot platforms are going to be very similar to search. It’s going to be a very high-quality discovery,” he said.
Importantly, Airbnb doesn’t seem to see AI assistants as differentiators. Instead, he views them as potential acquisition partners.
“We think they’re going to enjoy Airbnb,” Chesky added.
That’s a significant shift in tone from earlier concerns about cutting-edge AI products in the customer journey. For Airbnb, the bet is that strong brand demand, combined with structured content, can translate into AI-driven visibility.
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Chesky described the long-term vision of a “native AI experience” where the application not only returns results but understands the user.
“The app doesn’t just cut it. It knows it,” he said.
AI search within Airbnb is currently live for a small percentage of users. The company is trying to hurry rather than hold a big product launch. The goal is to make search more conversational and extend it beyond travel planning. Sponsored listings may come later, but only after the basic knowledge of AI is refined.
“We want to start driving AI search,” Chesky said.
That sequence is important. In the chat interface, regular ad units aren’t simply entered the way they are in the SERP. Airbnb seems cautious about forcing legacy monetization formats into a new collaboration model.
Dig deeper: OpenAI and Google reveal competing ideas for AI ads
AI behind the scenes
Outbound traffic is only part of the story. Airbnb is also deeply embedding AI in its operations.
Its internal AI customer service agent now resolves nearly one-third of North American support tickets without human intervention. The tool is currently only in English, but a global release in multiple languages is planned, including voice support.
Chesky said the goal is for AI to capture more than 30 percent of tickets within a year.
That’s not just a cost-saving game. Fast turnaround times and consistent support experience can also impact downstream loyalty and repeat booking behavior.
Why this is important for marketers
There are two main steps that marketing leaders take.
First, AI assistants are emerging as a logical discovery layer. If the traffic they send is more relevant, the KPI discussion shifts from raw volume to objective quality. A few clicks can mean more bookings, demos or purchases.
Second, product strength is still important. Airbnb began shifting more of its budget to product marketing before artificial intelligence took off, reducing its reliance on search advertising. If AI assistants aggregate and recommend instead of lists and positions, strong brand signals may become even more important.
AI search is currently a small slice of traffic, but the direction is clear. The question for marketers is no longer whether AI assistants will influence the buying process. How quickly you adjust your acquisition, content and measurement strategies to respond.
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