Airbnb has discovered that traffic originating from AI chatbots is converting at a higher rate than that from Google, as revealed by CEO Brian Chesky during the company's Q4 2025 earnings call. This revelation highlights a significant shift in how potential customers are engaging with the platform.
Chesky noted, "Traffic from chatbots converts at a higher rate than traffic from Google." While he did not provide specific conversion rates or detail the volume of chatbot-driven traffic, the trend is significant. The platforms contributing to this traffic surge were not explicitly named, but the impact is clear.
Intent-Driven Traffic
In his discussion, Chesky referenced platforms such as ChatGPT, Google’s Gemini, and Anthropic’s Claude, suggesting that users arriving via AI assistants may be further along in their decision-making process compared to those using traditional search engines like Google.
This observation aligns with insights from Google and Microsoft, which have long suggested that AI-driven search might yield lower click volumes but higher quality traffic. If Airbnb's initial findings are accurate, AI assistants could become a crucial high-intent discovery tool, complementing rather than replacing traditional search methods.
AI as a Strategic Partner
Chesky compared chatbots to search engines, positioning them as key players at the top of the marketing funnel. "These chatbot platforms are similar to search engines, excelling in top-of-funnel discovery," he explained.
Airbnb views AI assistants not as competitors but as potential partners in customer acquisition. "We believe they will be beneficial for Airbnb," Chesky added, indicating a strategic shift from initial concerns about AI potentially bypassing brands in the customer journey. For Airbnb, leveraging strong brand demand and structured content can enhance AI-driven visibility.
Creating an AI-Centric Experience
Airbnb is not just adapting to AI platforms but is actively developing its own AI capabilities. Chesky outlined a vision for an "AI native experience" where the app not only retrieves information but also understands the user. "The app doesn't just search for you; it knows you," he stated.
Currently, AI search within Airbnb is available to a select group of users, with the company prioritizing rapid experimentation over a broad product launch. The goal is to make search more conversational and extend its utility beyond trip planning. Sponsored listings may be introduced in the future, but only after perfecting the core AI experience.
AI Integration in Operations
Beyond external traffic, Airbnb is integrating AI deeply into its operations. Its in-house AI customer service agent now resolves nearly one-third of North American support tickets without human intervention. Although currently limited to English, a multilingual global rollout, including voice support, is planned.
Chesky expressed the ambition for AI to handle significantly more than 30 percent of tickets within a year. This initiative is not solely about cost savings; it also aims to improve resolution times and provide consistent support experiences, thereby enhancing customer loyalty and encouraging repeat bookings.
Implications for Marketers
For marketing leaders, there are two key takeaways. First, AI assistants are emerging as a vital discovery layer. If the traffic they generate is more qualified, the focus shifts from sheer volume to the quality of intent. Even with fewer clicks, there could be an increase in bookings, demos, or purchases.
Second, maintaining a strong brand presence is essential. Prior to the rise of generative AI, Airbnb had already begun reallocating more of its budget towards brand marketing, reducing its dependence on search marketing. As AI assistants synthesize and recommend rather than list and rank, strong brand signals may become even more crucial.
While AI search currently accounts for a small portion of traffic, the trend is unmistakable. The challenge for marketers is no longer whether AI assistants will impact the purchasing journey, but how swiftly they can adapt their acquisition, content, and measurement strategies to incorporate these new tools.