The Decline of Clicks: How AI Overviews Are Reshaping Search Behavior

In March 2025, Pew Research Centre analyzed over 68,879 Google searches to uncover an intriguing trend: users who encountered an AI-generated summary were significantly less likely to click on a traditional result. Only 8% of these users clicked through compared to nearly twice that number—15%—for those who did not see the summary.

These findings highlight a pivotal shift in how people are engaging with search results, particularly as generative AI platforms like ChatGPT continue to gain traction. According to SimilarWeb data from January 2026, these platforms now attract an astounding 5.72 billion monthly visits. This surge underscores the growing importance of understanding and optimizing for both traditional content and emerging AI-driven retrieval methods.

Understanding AEO vs GEO

The distinction between AEO (AI-Enhanced Organic) and GEO (Generic Search Optimization) is crucial in navigating this new landscape. SimilarWeb’s framework delineates these approaches, offering valuable insights for businesses aiming to stay relevant as AI increasingly shapes user behavior.

The gap between click-through rates of those who saw an AI summary and those who did not is stark: 8% versus nearly double that. A quarter of users encountering these summaries ended their sessions without clicking on anything at all, indicating a growing preference for quick, synthesized information over detailed content.

These trends are mirrored in broader data from BrightEdge’s May 2025 report and Seer Interactive’s September 2025 study. Google search impressions have risen by 49% since the launch of AI Overviews, yet click-through rates (CTR) for organic results have plummeted nearly 30%. For queries specifically triggering AI summaries, the decline is even more pronounced:

• Organic CTR fell from 1.76% to just 0.61%, a drop of 61%
• Paid CTR dropped by an alarming 68%, from 19.7% to 6.34%
• Even queries without AI summaries saw organic CTR decline by 41% year-over-year
• By March 2025, one in five Google searches produced an AI summary (Pew Research Centre)

Gartner’s prediction from early 2024 that traditional search volume would fall by 25% by 2026 is gaining traction. While the exact figure remains debatable, it underscores a clear trend: impressions are increasing while clicks are decreasing.

Adapting to AI-Driven Search

The implications of these trends for businesses and content creators cannot be overstated. As more users rely on quick summaries provided by AI platforms, traditional websites must adapt their strategies to ensure they remain relevant in this new search ecosystem. This means not only optimizing for SEO but also creating content that can stand out amidst the growing prevalence of AI-generated overviews.

For businesses and marketers, understanding AEO vs GEO is key. Traditional optimization (GEO) focuses on improving visibility through organic listings, while AEO involves leveraging AI to enhance user experience by providing succinct summaries that capture attention quickly. Balancing both approaches can help content creators stay ahead of the curve in an increasingly AI-driven world.