"AI platforms are driving traffic to publishers' sites, but Google's AI Overviews are decreasing click-through rates, indicating a complex shift in the search landscape."
"Despite OpenAI's ChatGPT and Perplexity increasing referral traffic, general search traffic to web domains decreased by about 6.7%, highlighting a decline in search-driven visits."
"Google's AI Overviews triggered in about 20% of U.S. desktop searches, plateauing in May 2025, suggesting potential stabilization in user interactions with AI features."
"Future search experiences are evolving towards conversational interactions rather than traditional search query-results, according to industry experts, indicating a significant change in user expectations."
Emerging trends in AI and search show that while traffic from AI platforms like OpenAI's ChatGPT is increasing, Google's AI Overviews are causing a decline in click-through rates. Overall, general search referral traffic fell from 12 billion to 11.2 billion in a year, marking a 6.7% drop. The percentage of searches with AI Overviews stabilized at about 20%. Industry experts suggest that Google's generative AI search experiences will shift towards more conversational interactions, changing how users engage with search results.
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