New research has shown that the “AI Overviews” feature in Google Search significantly affects user behavior and reduces the number of clicks to external sites. Pew Research Center analytics indicate that only 8% of users click on links on pages with “AI Overviews,” compared to 15% in classic search results. Only 1% of users click on links directly within “AI Overviews,” and 26% of queries with this feature become the final session in Google Search.
Research by Authoritas confirms that sites previously occupying top search positions can lose up to 79% of traffic if their results appear under “AI Overviews.” Meanwhile, analysts note that links to YouTube, owned by Alphabet, have become more prominent in such results. Major media companies and independent publishers in the UK have already reported a sharp decline in search traffic, with some filing complaints with the local antitrust regulator.
In response to these studies, Google claims that the methodology is inaccurate and their own data does not confirm a significant drop in site traffic. Company representatives insist that users actively use AI features in search, creating new opportunities for discovering sites and content.
Media and analytical companies emphasize that the “AI Overviews” feature radically changes the way information is consumed — Google effectively parasitizes on the content of external sites, using their materials to form its own answers without providing users with an incentive to visit the original sources. Publishers warn: this model will lead to the degradation of the information ecosystem, as authors, editors, and independent creators are increasingly forced to either change their work format or completely close access to materials behind paywalls.
