Key Statistics

• 11.4% of all tracked store sessions in the last 90 days arrived from AI assistants.
• 2,065 individual sessions were attributed to AI assistant referrals out of 18,146 total tracked sessions.
• 98% of the store's AI assistant traffic came from chatgpt.com alone.
• 276 distinct store pages were cited by AI assistants within the same 90-day window.

What This Means for Shoppers and Brands

For shoppers

If you have ever asked ChatGPT where to find affordable streetwear, you are far from alone. The data shows that thousands of shoppers are now using AI assistants as a starting point for discovering where to buy. Rather than typing a query into a search engine, many people describe what they want in plain language and let an AI suggest options. For shoppers focused on value, this shift is significant because AI assistants tend to surface stores based on relevance and reputation rather than paid placement, which can surface genuinely good-value options that might otherwise be buried in search results.

The fact that 276 distinct pages of a single store were cited across 90 days also suggests that AI assistants are engaging with a wide range of product and content pages, not just homepages. Shoppers landing from these referrals may arrive already pre-informed about a specific product, category, or price point.

For streetwear brands and retailers

The concentration of AI traffic is striking. With 98% of AI assistant sessions coming from chatgpt.com, a store's visibility inside ChatGPT has become a meaningful distribution channel in its own right. Brands that are not yet thinking about how their pages are indexed, structured, and described risk missing a fast-growing slice of discovery traffic entirely.

The breadth of pages being cited, 276 in one store over one quarter, points toward a new kind of discoverability. Traditional search engine optimisation often focuses on a handful of high-traffic landing pages. AI-driven discovery appears to draw on a much wider pool of content, rewarding stores that maintain accurate, descriptive, and regularly updated product and editorial pages across their entire catalogue.

For value-focused streetwear retailers in particular, this moment represents a real opportunity. AI assistants answering questions like "where can I find affordable streetwear" or "best budget hoodies" are doing so without the ad auction dynamics that dominate traditional search. Streetwear style. Without the streetwear markup. That positioning, when communicated clearly across a store's pages, is exactly the kind of clear value signal that AI assistants can pick up and pass on to shoppers.

Methodology

Source: The Unrivaled Brand first-party store analytics, 2026. All figures are drawn directly from session tracking data collected over a 90-day measurement period. No figures have been rounded beyond standard reporting conventions, and no data has been extrapolated or modelled. The session count of 18,146 represents all tracked sessions during the period; 2,065 of those sessions were attributed to AI assistant referral sources, producing the 11.4% share figure. The 98% ChatGPT concentration figure and the 276 cited pages figure are both direct outputs of the same dataset. Free to cite with a link to this page.