Are they companies you sell to

ICP Fit by Channel

15.8% of the companies AI sends match the ICP, against 20.4% for organic search

AI against every other channel: share of companies that match the ICP

Email
Visits that fit 37.7% · 61K companies · larger half 34.5% / smaller half 32.8%
Direct
Visits that fit 45.8% · 1.2M companies · larger half 26.1% / smaller half 17.9%
Referral
Visits that fit 27.0% · 207K companies · larger half 21.5% / smaller half 17.4%
Organic search
Visits that fit 20.5% · 1.2M companies · larger half 20.7% / smaller half 19.0%
Other
Visits that fit 17.2% · 98K companies · larger half 20.5% / smaller half 17.6%
Paid search
Visits that fit 17.5% · 812K companies · larger half 19.4% / smaller half 17.4%
AI assistants
Visits that fit 13.5% · 43K companies · larger half 16.0% / smaller half 14.7% · 1.29x behind organic
Organic social
Visits that fit 8.4% · 86K companies · larger half 12.0% / smaller half 15.4%

an algorithm picks
the destination
indistinguishable
below rank 600

14 Jul to 12 Aug 2026 · 1,200 B2B websites · each company counted once per site per channel

All fit rates in this study come from one four-week window in the European summer holiday period. Fit may run differently in other months, and the quarterly re-run will show by how much. Visit-based fit rates are in the table.

All eight sources ranked

The takeaway

The two channels where a machine picks the destination sit at the bottom of the ranking. AI referrals behave like a feed rather than a results page, so the clicks read as early interest, not intent.

Source: Leadfeeder. Share of companies that fit the ICP, by channel, 14 July to 12 August 2026, across 1,200 B2B websites.
Leadfeeder · 2026 AI Referrals in B2B · Read the full study