Artificial intelligence has found its place not only in affiliate marketing but also in global-scale platforms such as Google. In mid-2024, the search engine introduced AI-generated summaries, known as AI Overviews, which have gradually begun to reshape the search landscape.
This article explores whether AI-generated answers may reduce SEO traffic and the performance of paid advertising, based on current research and expert opinions.
What Are AI Overviews?
AI Overviews are concise summaries generated by artificial intelligence in response to user search queries. By analyzing online content, Google’s algorithms deliver a quick snapshot intended to save users time and provide immediate answers.
The feature was first announced at the Google I/O conference in May 2023 and launched in the U.S. one year later. By August 2024, it had expanded to several additional countries including the UK, India, Japan, Indonesia, Mexico, and Brazil. As of April 2025, AI Overviews are live in over 100 regions worldwide. To enhance quality and contextual relevance, Google integrated its Gemini 2.0 model to handle more complex user queries.
The sources shown in these overviews are selected algorithmically, with no direct influence from website owners. Google recommends aligning content with its general SEO best practices to increase the likelihood of being featured in AI Overviews.
How Do AI Overviews Affect Search Results?
Following the launch of AI Overviews, SEO professionals and web publishers raised concerns, as the feature clearly draws attention away from traditional organic search results. While the AI block may include links to external resources, users are less likely to click through if their query is fully answered within the summary.
According to Q4 research by Advanced Web Ranking, AI Overviews appeared in 42.51% of informational queries—an increase of 8.83% from Q3. Websites ranking in the top four positions collectively lost over 7% in desktop click-through rates (CTR) during this period.
In February 2025, the digital marketing firm Seer Interactive conducted an in-depth study examining the influence of AI Overviews on traffic and CTR. Analyzing over 10,000 keywords with informational intent, researchers found that organic CTR declined significantly in queries where AI Overviews were shown.
For example, average organic CTR dropped from 1.41% to 0.64% over the course of a year in queries featuring AI summaries. In contrast, queries without AI Overviews showed a slight increase in organic engagement.
The study also examined paid advertising performance, noting a general decline in CTR. However, this trend appears to be independent of AI Overviews and is consistent with the broader long-term decrease in engagement with paid search ads.
Google maintains that AI Overviews improve the user experience, but the trade-off appears to be reduced traffic to websites. As a result, digital marketers and content creators now face the dual challenge of adapting to Google’s evolving algorithms while also contending with competition from AI-generated content.
Mixed Impact on Commercial Queries
Interestingly, for branded or commercial search queries, AI Overviews seem to produce a positive effect. The study observed that organic CTR for these types of queries increased from 0.74% to 1.02%, while paid CTR rose from 7.89% to 11%. This suggests that users tend to trust Google's curated summaries, which can reinforce positive brand perception.
For website owners wishing to exclude their pages from being used in AI-generated responses, the data-nosnippet tag can be implemented. However, this decision should be weighed carefully, as it may limit visibility in search altogether.
Looking Ahead
It’s clear that Google will continue to expand the presence of AI content in its search ecosystem. The company’s primary revenue stream remains paid advertising, while organic search serves mainly to fulfill user intent. AI Overviews help keep users within Google's environment, further supporting this strategic focus.
While AI Overviews are not yet a critical threat to traffic in most cases, the trend warrants close monitoring. Some informational queries already generate little to no traffic for content publishers due to the efficiency of AI responses. If the trend continues, this could pose a greater challenge for affiliate marketers and SEO professionals in the near future.
Zero SEO - it's not a threat actually. That's our future. We need to find alternative ways to get people's eyes. More ways to get people's attention for creative content.
Artificial intelligence has found its place not only in affiliate marketing but also in global-scale platforms such as Google. In mid-2024, the search engine introduced AI-generated summaries, known as AI Overviews, which have gradually begun to reshape the search landscape.
This article explores whether AI-generated answers may reduce SEO traffic and the performance of paid advertising, based on current research and expert opinions.
What Are AI Overviews?
AI Overviews are concise summaries generated by artificial intelligence in response to user search queries. By analyzing online content, Google’s algorithms deliver a quick snapshot intended to save users time and provide immediate answers.
The feature was first announced at the Google I/O conference in May 2023 and launched in the U.S. one year later. By August 2024, it had expanded to several additional countries including the UK, India, Japan, Indonesia, Mexico, and Brazil. As of April 2025, AI Overviews are live in over 100 regions worldwide. To enhance quality and contextual relevance, Google integrated its Gemini 2.0 model to handle more complex user queries.
The sources shown in these overviews are selected algorithmically, with no direct influence from website owners. Google recommends aligning content with its general SEO best practices to increase the likelihood of being featured in AI Overviews.
How Do AI Overviews Affect Search Results?
Following the launch of AI Overviews, SEO professionals and web publishers raised concerns, as the feature clearly draws attention away from traditional organic search results. While the AI block may include links to external resources, users are less likely to click through if their query is fully answered within the summary.
According to Q4 research by Advanced Web Ranking, AI Overviews appeared in 42.51% of informational queries—an increase of 8.83% from Q3. Websites ranking in the top four positions collectively lost over 7% in desktop click-through rates (CTR) during this period.
In February 2025, the digital marketing firm Seer Interactive conducted an in-depth study examining the influence of AI Overviews on traffic and CTR. Analyzing over 10,000 keywords with informational intent, researchers found that organic CTR declined significantly in queries where AI Overviews were shown.
For example, average organic CTR dropped from 1.41% to 0.64% over the course of a year in queries featuring AI summaries. In contrast, queries without AI Overviews showed a slight increase in organic engagement.
The study also examined paid advertising performance, noting a general decline in CTR. However, this trend appears to be independent of AI Overviews and is consistent with the broader long-term decrease in engagement with paid search ads.
Google maintains that AI Overviews improve the user experience, but the trade-off appears to be reduced traffic to websites. As a result, digital marketers and content creators now face the dual challenge of adapting to Google’s evolving algorithms while also contending with competition from AI-generated content.
Mixed Impact on Commercial Queries
Interestingly, for branded or commercial search queries, AI Overviews seem to produce a positive effect. The study observed that organic CTR for these types of queries increased from 0.74% to 1.02%, while paid CTR rose from 7.89% to 11%. This suggests that users tend to trust Google's curated summaries, which can reinforce positive brand perception.
For website owners wishing to exclude their pages from being used in AI-generated responses, the data-nosnippet tag can be implemented. However, this decision should be weighed carefully, as it may limit visibility in search altogether.
Looking Ahead
It’s clear that Google will continue to expand the presence of AI content in its search ecosystem. The company’s primary revenue stream remains paid advertising, while organic search serves mainly to fulfill user intent. AI Overviews help keep users within Google's environment, further supporting this strategic focus.
While AI Overviews are not yet a critical threat to traffic in most cases, the trend warrants close monitoring. Some informational queries already generate little to no traffic for content publishers due to the efficiency of AI responses. If the trend continues, this could pose a greater challenge for affiliate marketers and SEO professionals in the near future.
This site uses cookies to help personalise content, tailor your experience and to keep you logged in if you register.
By continuing to use this site, you are consenting to our use of cookies.
