• DataDome analysis claims agentic traffic has surged by 45% in Q2 2026
• Meta AI bots have grown over 163% on the previous quarter
• The analysis was conducted by bot management and agent control platform DataDome

If you run a website, every crawl costs bandwidth, resources, logging, and creates CDN transactions, and while search engine crawlers offered the promise of sending visitors, AI bots do not.

Analysis in a report from cybersecurity firm DataDome has shown that while bots from Meta AI have increased activity, they’re not delivering any significant returns to websites.

Conversely, ChatGPT crawlers have reduced in traffic, but are sending more referrals.

AI agent traffic is growing

While Meta AI is usually considered to be the “chatbot within Facebook” it seems that it is becoming something more – and the emergence of the Meta-WebIndexer bot (which grew 163% on Q1) suggests that Meta may be indexing a library of websites, in much the same way Google has done for the past few decades.

The growth of Meta AI as an active crawler is only part of the story, as is ChatGPT’s comparative efficiency. The OpenAI tool seems to know enough about websites, so can provide the answers it already “knows.” Conversely, Meta AI’s activity indexing the web seems to explain its heavy impact in Q2 2026.

But also emerging is the Model Context Protocol (MCP) signal, which connects AI agents with external tools, and differs from standard crawler traffic.

“Q2 showed us that the ground is shifting faster than most organizations realize. Meta now dominates AI traffic on our network, MCP traffic has emerged as a real signal, and ChatGPT is driving more referral value with fewer crawls," noted Jérôme Segura, VP of Threat Research at DataDome.

The differences in the way the AI agents are interacting with websites – some behaving like users, others scraping content – means that organizations need to act accordingly.

“What the data makes clear is that not all agents are created equal. The organizations building policy around these distinctions are the ones gaining an edge, and that's exactly why agent trust adoption is accelerating."

Unfortunately, MCP’s existence and growth into a significant, measurable quantity, means that it should also be treated as part of an organization’s attack surface.

Allocating resources

Given the origins of the report, there is naturally a cybersecurity aspect to this. While ransomware, malware, and phishing are not going anywhere, autonomous software on the web needs addressing in a different way.

Those “organizations building policy” that Segura mentions might, for example, give full crawl access to Google, allow ChatGPT to retrieve results, but rate-limit Meta AI based on its poor return.

Meanwhile, unknown agents – perhaps cybersecurity threats – would require additional verification or be blocked entirely.