Google Users Are Less Likely To Click on Links When an AI Summary Appears in the Results, Pew Research Finds

Google users click on fewer website links when the search engine displays AI-generated summaries at the top of results pages, according to new research from the Pew Research Center. The study analyzed browsing data from 900 U.S. adults and found users clicked on traditional search result links during 8% of visits when an AI summary appeared, compared to 15% of visits without summaries. Users also rarely clicked on sources cited within the AI summaries themselves, doing so in just 1% of visits. The research found that 58% of respondents conducted at least one Google search in March 2025 that produced an AI summary, and users were more likely to end their browsing session entirely after encountering pages with AI summaries compared to traditional search results.

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