Research shows Google AI Overviews reduce website clicks by almost half

In a significant shift within Google's search dynamics, the introduction of AI Overviews has sparked concerns about its impact on website traffic. This change, part of Google's ongoing AI integration efforts, has raised eyebrows among digital marketers and website owners alike. According to a recent analysis conducted by the Pew Research Center, there's evidence that these AI-generated summaries are significantly reducing user engagement with traditional search results. Google has maintained that its Gemini-based AI Overviews do not detract from website visits. However, the data tells a different story. The Pew study analyzed responses from 900 participants using the Ipsos KnowledgePanel, collected in March 2025. Findings indicate that when AI Overviews are present on the search results page, the likelihood of users clicking on other links drops dramatically from 15 percent to just 8 percent. This shift has raised concerns among website owners, many of whom have reported noticeable declines in traffic since the feature's rollout. Initially tested in May 2023 as part of the 'search generative experience,' the AI Overviews became a staple on the search engine results page within a year. Despite Google's assurances that users still click on links cited within these AI summaries, Pew's findings suggest otherwise. The study revealed that only 1 percent of AI Overviews led to clicks on the sources mentioned, which often include platforms like Wikipedia, YouTube, and Reddit, collectively making up 15 percent of all cited sources. As the prevalence of AI Overviews continues to grow, the implications for website traffic and digital marketing strategies remain a hot topic of discussion. SEO experts are increasingly voicing their concerns, reflecting a broader dialogue about the future of online search and user engagement.