The introduction of Google's AI Overviews has led to an unprecedented shift in search behavior, with far-reaching implications for businesses that rely on organic search traffic. A comprehensive study by marketing agency Seer Interactive reveals that this AI functionality has fundamentally changed digital marketing.
Click-through rates plummet to historic lows.
The research, based on an analysis of more than 3,100 search terms and 25 million impressions between June 2024 and September 2025, reveals a dramatic development. Organic click-through rates for informational searches with AI Overviews dropped by 61 percent, from 1.76 to just 0.61 percent. Paid advertisements performed even worse, with a decline of 68 percent.
Notably, even searches without AI Overviews showed a significant decrease of 41 percent. This indicates a broader shift in user behavior, with people being less inclined to click on search results at all. Users apparently seek answers through alternative platforms such as ChatGPT, Perplexity, or social media before consulting Google.
Business impact and strategic adjustments necessary
For companies, these developments represent a fundamental revision of their digital strategy. Organizations that are mentioned in AI Overviews achieve 35 percent more organic clicks and even 91 percent more paid clicks than competitors who are not mentioned. This makes obtaining AI citations a crucial competitive factor.
The financial impact is significant. While the cost per click may remain the same, the efficiency of advertising campaigns has drastically decreased. Companies that previously expected 100 visitors from 100 ad impressions must now account for only 6 visitors for the same investment.
Adjustments for Future Success
Marketing experts advise a shift from traditional performance indicators such as traffic and clicks to visibility and market share. Gaining mentions in AI Overviews is becoming increasingly important, which requires high-quality content and strong domain authority.
Additionally, companies need to reconsider their budget allocation. Investing in informational keywords through paid ads may yield insufficient returns. Focusing on more specific, commercial keywords and diversifying to other platforms is becoming increasingly relevant.