SEM Rush data for March-July shows ~13-18% of Google queries generated an AI summary. When people see one, they click fewer links (8% vs 15% CTR to web results), redistributing traffic. The majority of these 'lost clicks' are likely low value to brands - typically informational-led rather than purchasing-led. Reports show declining traffic without equivalent conversion drops. That may change as rollout continues.
Since the launch of Google AI Overviews in May 2024, zero-click search grew by 13 percentage points, reaching 69% in May 2025, while organic traffic to news sites declined significantly.