Google AI summaries linked to decline in search result clicks

A study by the Pew Research Center indicates that AI-generated summaries in Google search results are significantly impacting user click behavior. Analyzing the browsing activity of 900 U.S. adults in March 2025, the research found that users clicked on traditional search result links in only 8% of visits when an AI summary was present, compared to 15% of visits when no summary was provided.

The data suggests a correlation between AI-led result pages and reduced outbound traffic to source websites. Furthermore, users were more likely to end their browsing sessions immediately after encountering a search page with an AI summary, with 26% of visits ending after the search page compared to 16% when no summary was present. The typical AI summary analyzed contained approximately 67 words, providing enough information to satisfy many users without requiring a follow-up click.