24.07.2025 19:17:00
Дата публикации
The integration of AI reviews into search engines has changed the way users interact with search engine results. A new study has found that when a page contains a generated answer, clicks to sites further down the list plummet.
A Pew Research Center study of 900 participants found that when an AI review is present, only 8% of users click. Without it, the figure is 15%. That’s a nearly twofold drop.
This is especially noticeable in searches phrased as questions. 60% of such queries receive an AI review, and most users end their session there.
Google claims that AI reviews create “new opportunities” for clicks, but Pew found that only 1% of such blocks result in a click on the source. Most often, this is Wikipedia, YouTube, and Reddit.
The problem is compounded by the fact that AI can “hallucinate” — provide inaccurate or fictitious answers. The user leaves feeling that they have received information, although it may be erroneous.
AI reviews themselves became part of search results in 2024, and their reach has only grown since then. They now appear in about 20% of queries. SEO experts warn that if the trend continues, it could undermine the content ecosystem based on clicks and advertising. Small publishers and educational platforms will be particularly affected.
Users are increasingly receiving an “answer” without clicking through sites — and without context. This is convenient, but it reduces the depth of understanding and trust in sources. In addition, such a situation can lead to conflicts with platform owners, on whose site traffic their income depends.
AI reviews are a change in the model of information consumption. And so far, it has worked in favor of only some platforms, and not many content creators.
Technological developments must take into account the rights of creators. AI can help search, but should not replace going to the original source.
A Pew Research Center study of 900 participants found that when an AI review is present, only 8% of users click. Without it, the figure is 15%. That’s a nearly twofold drop.
This is especially noticeable in searches phrased as questions. 60% of such queries receive an AI review, and most users end their session there.
Google claims that AI reviews create “new opportunities” for clicks, but Pew found that only 1% of such blocks result in a click on the source. Most often, this is Wikipedia, YouTube, and Reddit.
The problem is compounded by the fact that AI can “hallucinate” — provide inaccurate or fictitious answers. The user leaves feeling that they have received information, although it may be erroneous.
AI reviews themselves became part of search results in 2024, and their reach has only grown since then. They now appear in about 20% of queries. SEO experts warn that if the trend continues, it could undermine the content ecosystem based on clicks and advertising. Small publishers and educational platforms will be particularly affected.
Users are increasingly receiving an “answer” without clicking through sites — and without context. This is convenient, but it reduces the depth of understanding and trust in sources. In addition, such a situation can lead to conflicts with platform owners, on whose site traffic their income depends.
AI reviews are a change in the model of information consumption. And so far, it has worked in favor of only some platforms, and not many content creators.
Technological developments must take into account the rights of creators. AI can help search, but should not replace going to the original source.
(text translation is done automatically)
