A new study confirms publishers’ worst fears: Google AI summaries slash clicks to external websites, threatening digital media traffic and revenue.
According to Pew Research Center, users are far less likely to click traditional search links when Google shows an AI summary. The study analyzed search behavior during March 2025, when AI summaries appeared more frequently across search results.
Only 8% of Users Clicked a Link
Pew found that when users saw AI-generated summaries in search, only 8% clicked on a link to an external website. By contrast, those who didn’t see AI summaries clicked twice as often.
Even more concerning: only 1% of users clicked on the sources cited within the AI summaries themselves.
These findings reveal a dramatic shift in how users interact with Google Search—and it’s not good news for publishers.
Publishers Warn of an ‘AI Armageddon’
Digital publishers have long warned that AI in search could lead to a “zero-click future.” That’s exactly what seems to be happening.
Google’s AI Overviews and the newer AI Mode offer direct answers and summaries, often eliminating the need to visit any external site. This trend has sparked fears across the publishing world, who rely on click-throughs for ad revenue and visibility.
“These summaries have caused, and continue to cause, significant harm,” wrote the Independent Publishers Alliance in a complaint filed with the European Commission.
They argue that Google’s new AI features reduce traffic, readership, and revenue, especially for news sites.
Google Pushes Back
Google disagrees with the narrative. A spokesperson told Reuters that traffic fluctuations can result from many factors, including user interest and seasonal demand. The company also emphasized that it sends billions of clicks daily and that AI features can help users discover more content, not less.
Still, the numbers from Pew tell a different story.
- One in five Google searches in March 2025 showed an AI summary
- Users were more likely to end their session after seeing one
- Top sources cited include Wikipedia, YouTube, Reddit, and government sites
Traditional publishers, however, appear less frequently in AI results—adding to their concerns about long-term visibility.
Conclusion
The claim that Google AI summaries slash clicks is no longer speculation. Pew’s data supports what many publishers feared: AI-powered search results reduce user engagement with external sites. With zero-click searches on the rise, the battle between Google and digital media is far from over.
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