A recent study from the Pew Research Center sheds light on how Google’s AI Overviews are transforming the way users interact with search results.
Analyzing the activity of 900 Americans in March 2025, the research reveals a significant shift: users are clicking on links half as often when AI Overviews appear on search pages — dropping from 15% to just 8%. This trend suggests that the AI-generated summaries are keeping users on the search results page, reducing the need to visit original sources.
Intriguingly, the study found that users largely ignore the sources cited within the AI Overviews themselves, with only 1% of clicks directed to these links. Moreover, after encountering a page with an AI summary, 26% of users end their browsing session, compared to 16% without it. This indicates that many find the information they need directly in the AI-generated recap, bypassing deeper exploration.
This development highlights a classic internet dilemma. Google aggregates content from publishers, processes it through AI, and delivers concise answers to users—yet this convenience comes at a cost. Traffic to original sources has plummeted by nearly half, validating publishers’ long-standing concerns about declining visitation. With concrete data now backing their grievances, the pressure on Google to address this issue is mounting.
The study also reveals which sources dominate AI Overviews. Wikipedia, YouTube, and Reddit emerge as the most frequently cited platforms, likely due to their vast, user-generated content libraries. These platforms, however, are less reliant on search traffic for revenue, relying instead on ad models or subscriptions. In contrast, news websites account for a mere 5% of links in both traditional search results and AI Overviews. For these sites, search traffic is a lifeline, making the shift toward AI summaries particularly damaging. As Google plans to expand AI Overviews’ reach beyond the current 15% of searches, the challenges for publishers are poised to intensify.
Also read:
- Nielsen’s First 35-Day Multiplatform Ratings Reveal Netflix’s Dominance, But Broadcast TV Holds Strong in 2024-25 Season
- Netflix and Disney Explore Runway AI’s Video Tools: A New Era for Hollywood or a Recipe for Controversy?
- Seven Keyframes to Revolutionize Your AI Video Creation with PixVerse
This data underscores a growing tension between tech giants and content creators. While AI Overviews enhance user experience by delivering quick answers, they risk undermining the ecosystem that sustains original reporting and diverse online content. As the balance shifts, the future of digital publishing hangs in the balance.
