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Google users are less likely to click on links when an AI summary appears in the results
In a March 2025 analysis, Google users who encountered an AI summary were less likely to click on links to other websites than users who did not see one.
A Pew Research Center report published this spring analyzed data from 900 U.S. adults who agreed to share their online browsing activity. Additional analysis found that Google users were less likely to click on result links when visiting search pages with an AI summary compared with those without one. The most frequently cited sources in both Google AI summaries and standard search results are Wikipedia, YouTube and Reddit.
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