Do AI Overviews reduce clicks to websites?
Yes, the published studies agree that AI Overviews reduce clicks to websites on the searches where they appear. Pew Research found people clicked a result in 8% of visits with an AI summary versus 15% without, and Ahrefs measured a 58% lower click rate for the top result in December 2025 data.
Google's own position is different: it says AI Overviews send people to "a greater diversity of websites" for complex questions. Both can be true at once. Fewer clicks per search on simple questions, and some clicks shifted to different sites on complex ones. This page lays the evidence side by side so a business owner can decide what to do with their own website.
AI Overviews click studies compared
The three main sources are Pew Research (browsing data from about 900 US adults, March 2025), Ahrefs (300,000 keywords using Search Console data, April 2025 and December 2025), and Google's own statements. The independent studies both show fewer clicks when an AI Overview appears.
Pew Research: clicks with and without an AI summary
| Source | Data | Main finding |
|---|---|---|
| Pew Research Center (July 2025) | 68,879 Google searches by about 900 US adults, March 2025 | Clicked a traditional result in 8% of visits with an AI summary vs 15% without; clicked a link inside the summary in 1% |
| Ahrefs (April 2025) | 300,000 keywords | 34.5% lower average click rate for the top-ranking page when an AI Overview appeared |
| Ahrefs (February 2026 update) | 300,000 keywords, December 2025 data | 58% lower average click rate for the top-ranking page |
| Internal data, not published | AI features send visits to a greater diversity of websites; SEO best practices still apply |
Sources: Pew Research, Ahrefs (2025), Ahrefs (2026 update), Google: AI features and your website.
What these studies do not show
These studies do not show that AI Overviews reduce clicks on every type of search, that commercial searches such as "hire a plumber near me" lose clicks at the same rate, or that total traffic to a given business must fall. They measure averages across many informational queries.
- Pew's sample is US adults' own browsing, not a business's traffic.
- Ahrefs compares similar informational keywords with and without an AI Overview; it is a correlation, not a controlled experiment.
- Neither separates local and "near me" searches, where maps and business profiles dominate.
How can a business see its own AI Overview impact?
A business can see its own AI Overview exposure in Google Search Console's Generative AI performance report, available to all sites since August 31, 2026, which shows how often its pages appeared in AI Overviews and AI Mode. It shows impressions only, not clicks, at the time of writing.
Ahrefs: lower click rate for the top result
Compare those impressions with clicks on the same pages in the normal performance report. Bing Webmaster Tools has a similar AI Performance report for Microsoft Copilot citations. Our news note on the Search Console report explains how to read it.
What should a service business do about AI Overviews?
A service business should shift effort from generic "what is" articles, which lose the most clicks, toward pages people still click: services, pricing, comparisons, tools, case studies and local pages, and make every page answer its main question clearly so it can be cited when an AI Overview does appear.
- Keep normal SEO strong. Google says AI features use the same ranking systems.
- Put the direct answer in the first two sentences under each question heading.
- Publish things only you have: real prices, real case studies, real screenshots, original data.
- Build tools and calculators; people still click to use them.
- Measure with Search Console and Bing, not with guesses.
How Autoesta uses this research
Autoesta uses this research to plan its own content and its clients' content: fewer generic definitions, more pricing, comparison, tool and proof pages, each written answer-first and backed by named sources.
It is also why local visibility matters more than ever for service businesses; see our local SEO automation guide and review automation. More studies are on the research hub, and our founder's notes on how content is made are on the author page. Questions about your own site? Use the contact page.
For what happens after the click, see how one clinic answered new-patient enquiries in minutes in the dental case study, and read Google's AI search guide and why FAQ rich results were retired.
Frequently asked questions
Do AI Overviews hurt local businesses?
The published studies measure mostly informational searches. Local and "near me" searches are dominated by maps and business profiles, so a strong Google Business Profile matters more than ever.
Can I stop my site appearing in AI Overviews?
Google offers snippet controls such as nosnippet, but they also limit how your page appears in normal results, so blocking is rarely worth it for a business that wants leads.
How do I get my business into AI Overviews?
Google says the same SEO practices apply: crawlable pages, helpful content with a clear answer, and genuine expertise. There is no special markup.
