09/04/2026
A Pew Research Center study found that users were about 50% less likely to click a traditional search result when an AI summary appeared.
Specifically, users clicked a search result in 8% of visits with an AI summary, compared with 15% when no AI summary appeared.
For marketers, it’s another reminder that rankings alone don’t tell the full story. Search behavior is changing, and website and content strategies need to evolve with it.
Read the full research: https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/
