In the ever-evolving landscape of search engine optimization, Google’s rollout of AI Overviews has sent shockwaves through the digital marketing world. Launched broadly in 2024 and expanding into 2025, these AI-generated summaries appear at the top of search results, providing users with instant answers drawn from web sources. But this innovation comes at a cost: a significant decline in click-through rates (CTRs) for both organic and paid search results.

According to a recent analysis by Search Engine Land, AI Overviews are now triggering on more queries than ever, reshaping how users interact with search engine results pages (SERPs). The study, which examined millions of SERPs, found that organic CTRs have plummeted by as much as 32% for top positions since the feature’s expansion. Paid search isn’t immune either, with advertisers reporting drops in visibility and engagement.

The Organic Traffic Plunge

Publishers and content creators are feeling the brunt of this shift. Search Engine Journal reports that the top organic result’s CTR has fallen from 28% to 19% post-AI Overviews rollout, based on an analysis of over 10 million keywords. This isn’t just a minor fluctuation; it’s a fundamental change in search behavior, where users often find what they need without clicking through to websites.

Semrush’s 2025 study echoes these findings, revealing that informational queries—those not tied to specific brands—are hit hardest. For instance, health-related searches now frequently display AI summaries, reducing the incentive for users to visit source sites. As one industry expert noted in a post on X, ‘AI Overviews are stealing clicks from both paid and organic results,’ highlighting the widespread sentiment among SEO professionals.

Paid Search Under Pressure

The impact extends to paid advertising, where AI Overviews are accelerating changes in visibility. A report from Search Engine Land (link) analyzed 21 million SERPs and found that paid click-through rates could decline by 8-12 percentage points, representing a 20-40% relative drop. Industries like retail and finance are among the first to feel the pinch, with AI answers pushing ads further down the page.

Adthena’s data, as cited in the same Search Engine Land article, shows that even short queries, such as 1-3 word medical terms, trigger AI Overviews frequently. This displacement means advertisers must rethink their strategies, potentially bidding higher or optimizing for new formats to maintain visibility.

Industry Reactions and Adaptations

SEO insiders are scrambling to adapt. Neil Patel, a prominent digital marketer, shared on X that companies will start optimizing for multiple platforms beyond Google, given the 45.1 billion daily searches across all search engines. His analysis of SMB clients showed impressions dropping while clicks and CTRs followed suit after the AI Overviews launch.

Strategies emerging include entity optimization and creating content that AI models are more likely to cite. Matt Diggity, another SEO expert, posted on X about six methods to dominate AI platforms in 2025, emphasizing that AI isn’t killing SEO but creating opportunities through better entity understanding in LLMs like ChatGPT and Gemini.

Zero-Click Searches on the Rise

The rise of zero-click searches—where users get answers without leaving Google—is exacerbating the crisis. The Digital Bloom’s 2025 report details how AI Overviews and zero-click features have transformed organic traffic, with some publishers losing half their clicks from late 2024 into 2025. This ‘organic traffic crisis’ is tied to Google’s push for AI-first experiences.

Google’s own Q3 2025 report, as covered by Search Engine Journal (link), claims that AI features are adding searches rather than replacing them, with steady traffic flowing to sites. However, critics argue this overlooks the disproportionate impact on non-featured content.

Shifting Search Economics

For publishers, the economic implications are profound. Search Engine Journal’s piece on AI Overviews’ impact into 2026 warns that organic traffic losses are indicators of a deeper shift in search economics. IAC’s CEO reported in a transcript shared on X that traffic from Google Search declined from 52% to 28%, affecting user engagement across sectors.

Amsive’s insights (link) suggest future-proofing rankings through tactics like optimizing for featured snippets and AI citations. Passionfruit’s blog notes a 34.5% cut in clicks due to AI, offering actionable SEO practices to navigate this.

Navigating the AI-Driven Future

As we head into 2026, SEO.com’s statistics on AI trends reveal widespread adoption, with marketers using AI for content creation and optimization. Their report on Google AI Mode emphasizes protecting visibility in an end-to-end AI search experience.

Posts on X from users like Faizan Javed highlight the potential 20-40% drop in paid CTRs, while Robert Caruso notes massive organic traffic drops. Despite the challenges, Google’s report suggests AI is boosting overall search usage, potentially creating new entry points for savvy marketers.

Strategic Imperatives for 2025

To thrive, industry insiders recommend diversifying traffic sources. First Page Sage’s 2025 CTR report (link) breaks down rates by position, showing how search elements like ads and AI summaries alter user behavior.

Noor Muhammad’s X post stresses that this is a distribution shift, not total loss, with Google still sending billions of clicks daily. However, without click-through data from AI features, measurement remains a challenge.

Long-Term Implications for Digital Marketing

The broader ecosystem is adapting. Seer Interactive’s September 2025 update (link) tracks AI’s impact over the first three quarters of 2025, advising strategy adjustments for SEO and PPC.

Ultimately, while AI Overviews present hurdles, they also signal innovation. As Mario Nawfal posted on X, analyzing 10,000 queries shows websites not featured in AI summaries suffering plummeting traffic, underscoring the need for adaptive content strategies.