The Affiliate & Partner Marketing Association (APMA) has launched the industry’s first dedicated survey exploring how AI search tools and large language models (LLMs) are impacting affiliate publishers.
The survey will help build what we believe is the first comprehensive picture of how AI-driven search platforms, answer engines and generative AI tools are beginning to reshape traffic, visibility, measurement and commercial models across the affiliate channel.
While AI continues to move rapidly, there is still little industry-wide data on what this actually means for publishers operating in affiliate and partner marketing.
The survey explores:
- Changes in Google organic search traffic
- Traffic originating from AI platforms such as ChatGPT, Claude and Gemini
- The commercial impact of AI-driven search experiences
- Whether publishers are monitoring AI citations and crawler activity
- How businesses are approaching AI visibility commercially
- The extent to which AI is already being used to engage audiences directly
The results will be published in aggregate only. No individual responses or company-level data will be disclosed.
Why this matters
Affiliate marketing has historically been one of the internet’s most measurable channels. But AI-driven search and answer experiences are beginning to challenge some of the assumptions the industry has relied on for years.
For many publishers, traffic discovery models are changing in real time.
AI-generated answers, AI summaries and zero-click search experiences raise significant questions around:
- Attribution
- Visibility
- Referral traffic
- Content monetisation
- Measurement
- The long-term sustainability of publisher models
At the same time, new opportunities are emerging around AI visibility, citations, audience engagement and new forms of discovery. This survey is designed to provide early benchmarks that will help shape wider discussions and future initiatives.
Part of our wider AI taskforce
The survey forms part of a broader programme of work the APMA is undertaking around AI and affiliate marketing.
Earlier this year, the APMA established an industry AI workshop bringing together networks, publishers, agencies, technology partners and advertisers to explore the practical implications of AI on the channel.
As part of that work, the APMA is also developing a practical “AI in Affiliate Marketing 101” guide aimed at helping businesses understand:
- The core AI technologies impacting the industry
- How publishers are adapting
- Emerging measurement and attribution challenges
- AI visibility and crawler management
- Commercial and operational implications for affiliate businesses
Engagement with the CMA and policymakers
The APMA has also been engaging directly with the UK’s Competition and Markets Authority (CMA) regarding the potential impact of AI-driven search products on publishers and affiliate business models. The APMA has offered to share the results of the survey with the CMA.
Earlier this year, the APMA submitted a response to the CMA’s consultation into Google’s search services, which includes AI overlays and how they impact publishers. You can read our response here.
Take part
The survey contains eight questions and should only take a few minutes to complete.
Publishers can complete the survey anonymously if preferred. Those who provide contact details will receive a copy of the findings once the research is published.
