GA4 AI Assistants channel
The AI Assistant channel is a default channel in Google Analytics 4 that groups visits from AI assistants like ChatGPT, Gemini and Copilot.
The GA4 AI Assistants channel, which Google calls the AI Assistant channel, is one of the default channels in Google Analytics 4. It groups the visits that reach your site from AI assistants, such as ChatGPT, Gemini, Copilot and Grok, so they no longer get mixed in with referrals or direct traffic.
That makes it easier to answer a question every marketer gets asked now: how many people are AI tools actually sending us?
How GA4 decides
Google's default channel group puts a visit in the AI Assistant channel when its medium is exactly ai-assistant. GA4 sets that medium itself when the visit's referrer is on its list of AI assistants. Google names a few examples but doesn't publish the full list.
Two things it leaves out are worth knowing. Visits from Google's own AI Overviews and AI Mode aren't in it, as Google counts those with its search traffic. And an assistant that isn't on Google's list ends up somewhere else, usually in referrals.
An example
For example, say Kestrel Roasters sees 600 visits in the AI Assistant channel last month. That's a solid start, but it isn't every visit AI sent. Someone who read a ChatGPT answer, then typed Kestrel's address into their browser, shows up as direct. Someone who clicked a link in an AI Overview shows up as organic search. The channel counts the visits it can recognize, and the real number is likely higher.
In AnswerOrbit
Connect Google Analytics and the AI traffic tab in Website shows the people AI assistants sent to your site, against the week before, by assistant, landing page, country and device. If you've set up key events, you'll also see an engagement rate, a conversion rate and revenue.