A recent report from Pew Research highlights the impact of Google’s AI-generated summaries—termed AI Overviews (AIOs)—on user behavior during online searches. The study involved data from 900 U.S. adults who consented to share their browsing patterns with Pew. It was observed that the presence of AIOs decreased the likelihood of users clicking on traditional search links, indicating a shift in how people interact with search results. Over a tracking period in March, Pew analyzed nearly 69,000 unique searches; AIOs appeared in about 18% of these. However, when an AIO was present, users clicked on standard search links 8% of the time, while that figure rose to 15% without an AIO.
Furthermore, only 1% of users clicked on links within the AIO summaries themselves. Athena Chapekis, a Pew Research analyst, emphasized that the research aimed to understand real user interactions with AI search summaries. Additionally, it was found that two-thirds of users opted to either visit other sites or exit their Google Search pages entirely after encountering an AIO, suggesting these summaries often met their content needs. Notably, Wikipedia, Reddit, and YouTube were frequently cited by AIOs, which may be due to their perceived trustworthiness as non-profit sources.
AI’s influence extends beyond summaries; it is reshaping search habits. Users now often search with intent and complete sentences rather than keywords alone. This trend tends to trigger AIO responses more frequently, reflecting a shift towards AI-driven experiences. Google spokespersons suggest that such transformations in querying methods create additional avenues for engagement with websites. However, they also criticized Pew’s methodology, arguing it does not accurately represent actual search traffic and claiming that Google continues to generate billions of clicks daily for websites.
The publishing industry faces significant challenges stemming from declining internet traffic, exacerbated in 2025 by widespread layoffs across major media organizations, including CNN and Vox Media. The reliance on Google Search, which commands nearly 90% of the online search market, puts publishers at risk, particularly given recent judicial findings labeling Google’s practices as monopolistic. While AI-generated summaries at the top of Google searches are partially blamed for diminished publisher traffic, proving this causality remains complex due to Google’s opaque traffic data.
Despite these concerns, Google has previously asserted that AI Overviews yield higher-quality clicks—users with greater intent who typically spend more time on websites. However, the lack of substantiating data to support this claim adds to the uncertainties surrounding the long-term implications of AI on web traffic and user engagement. Many in the publishing sector view AI summaries not only as a challenge but as a potential threat to their sustainability, as conventional traffic sources dwindle.
Overall, while AI is enhancing the search experience for some users, its effects on traditional web traffic and the publishing ecosystem appear concerning. This transitional phase may force content creators and publishers to adapt their strategies in response to AI’s growing role in search result landscapes. The evolving dynamics could reshape how information discovery and engagement occur in the future, pushing publishers to rethink their online presence and content delivery methods.
