Google’s AI Overview is reshaping search behavior and emerging as a silent traffic disruptor. By delivering instant, concise answers directly within search results, this feature reduces the need for users to click through to websites — signaling a major shift toward AI replacing traditional Google Search patterns.
The role of Google Search in the past
For years, Google Search has been a primary driver of website traffic. According to Semrush, around 20% of all visits to top websites come from Google. The impact is even stronger for certain platforms — 63% of Wikipedia’s traffic and 58% of Tripadvisor’s originate from Google Search. Beyond delivering the right audience, SEO-enabled visibility built trust and brand awareness while providing consistent traffic without the recurring costs of ads.
The rise of AI-driven search
User habits are evolving as AI-powered tools gain traction. Similarweb reports that AI search platforms are replacing about 10% of traditional search engine usage. Tools like ChatGPT, Perplexity, and Gemini are increasingly popular, while Apple’s integration of ChatGPT and Google’s replacement of Assistant with Gemini show the tech giants’ commitment to AI search.
What AI Overview does
Google’s AI Overview appears at the top of search results, offering quick summaries powered by Gemini AI. While these snippets may include embedded links, users often find the information they need without visiting the source website.
Impact on website traffic
Similarweb’s March 2025 data reveals that when an AI Overview appears, only 23% of users click to a site — compared to 36% without it. Industries from news to entertainment are feeling the pinch, with outlets like Business Insider and Netflix experiencing double-digit traffic drops. Legal challenges are mounting, as in Chegg’s lawsuit alleging lost traffic and revenue due to uncredited AI summaries.
Google’s AI Overview is transforming search, and businesses must adapt their SEO strategies to maintain visibility in this new AI-driven landscape.
Source: BRANDCOM
