# Google AI search cuts clicks to publisher sites and worsens user experience, study finds

Digest AI · Business & Funding · published 2026-09-21T11:47:17Z

Canonical: https://digestai.news/story/google-ai-search-cuts-clicks-to-publisher-sites-and-worsens-user-exper

## Summary

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 forced AI Mode where searches were routed to Google’s AI‑driven results.

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.

## 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.

## Why it matters

Reduced clicks to external sites threatens publishers’ traffic and ad revenue, while a poorer user experience challenges Google’s claims and could prompt regulatory scrutiny of AI‑driven search.

## Sources

1. [Research Shows Google AI Mode Sends Less Clicks & Is A Poor User Experience via @sejournal, @martinibuster](https://searchenginejournal.com/research-shows-google-ai-mode-sends-less-clicks-is-a-poor-user-experience/590221) (Search Engine Journal, 2026-09-21)

## Cite

Digest AI, "Google AI search cuts clicks to publisher sites and worsens user experience, study finds", 21 September 2026, https://digestai.news/story/google-ai-search-cuts-clicks-to-publisher-sites-and-worsens-user-exper

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