Google AI search cuts clicks to publisher sites and worsens user experience, study finds
Researchers from the University of Pennsylvania and Northeastern University conducted a seven‑day field experiment with 1,444 volunteers, tracking 1,100 participants via a browser extension that recorded search behavior and clicks. Of those, 956 completed a post‑experiment survey. The study compared three conditions: forced regular search (AI Overviews hidden), natural Google behavior, and…
Key points
- AI Mode participants were substantially less likely to click to external websites, while hiding AI Overviews increased clicks without hurting perceived search quality.
- 94.7% of AI Mode searches were routed correctly; overall 51.1% of AI Overviews were hidden, with the median user seeing half of them hidden.
- Heavy Google Search users showed a stronger decline in daily search sessions and reported lower satisfaction, trust, and relevance under AI Mode.
The findings show that AI Mode users clicked far fewer external links, and removing AI Overviews increased clicks without harming perceived search quality. AI Mode also reduced the number of daily search sessions, especially for heavy users, and lowered satisfaction, trust, and perceived relevance. These outcomes directly contradict statements from Google executives, including CEO Sundar Pichai and spokesperson Liz Reid, who claim users love AI Mode and that it drives more traffic to the open web.
The story so far
3 episodes →- Google AI search cuts clicks to publisher sites and worsens user experience, study findsthis story
Research Shows Google AI Mode Sends Less Clicks & Is A Poor User Experience via @sejournal, @martinibuster
Search Engine Journal · 21 September 2026
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This text was published by Search Engine Journal and written by Roger Montti. It is reproduced here with attribution so you can read it in full; the rights remain with the publisher. Read it at the source ↗
Coverage and discussion
2sources- ‘I miss old Google’: readers tell us how they search the internet in the age of AIPress · The Guardian AI ·
The headline, key points and digest above were generated by Digest AI's editorial model from the linked sources. Automated summaries can contain errors: the sources are the record. Spotted a mistake? Tell us. Published by Martin K., who runs Digest AI and handles corrections.
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