The Impact of AI Overviews & How Publishers Need to Adapt

Google’s AI Overviews have been live for more than a year, and the verdict is in. Traffic declines because of it aren’t just temporary bumps. They represent a fundamental shift in search economics that’s reshaping publishing, SEO, and digital marketing.

The numbers tell a sobering story. Publishers have seen click-through rates drop anywhere from 34% to 89% when AI Overviews appear. Zero-click searches have risen to nearly 70%. For many, this feels like the end of the search-driven growth model.

So what’s really happening, and how can marketers adapt?

The Evidence: Studies Across the Industry

1. Pew Research: 46% Fewer Clicks

Tracking 68,000 queries, Pew found users clicked just 8% of the time with AI Overviews present, compared to 15% without them. That’s nearly half the clicks gone.

2. Ahrefs: Position One Isn’t Safe

Ahrefs’ analysis shows that top results lost 34.5% CTR when an AI Overview appeared. The supposed “visibility boost” from being cited inside an Overview doesn’t offset the lost clicks.

3. Similarweb: Zero-Click Dominance

Zero-click searches jumped from 56% to 69% in a single year. That’s billions of visits disappearing into Google’s ecosystem instead of flowing to publishers.

4. DMG Media: The Nightmare Case

The parent company of MailOnline reported an 89% drop in CTR when AI Overviews replaced traditional links. On mobile, traffic fell by 87%.

5. Chegg: Educational Content Hit Hard

Study platform Chegg saw a 49% decline in non-subscriber traffic, sparking an antitrust lawsuit against Google.

The message across these studies is consistent: AI Overviews are absorbing user attention before clicks happen.

Why Google Says It’s Not a Problem

Google insists traffic is “stable” and “higher quality.” They argue:

• Users are asking more complex questions.
  

• More queries mean more opportunities.
  

• Clicks from AI Overviews are longer, deeper visits.

But, publishers see something different — fewer overall clicks, shrinking ad revenue, and rising zero-click behavior.

As Jason Kint of Digital Content Next put it:

“Median year-over-year referral traffic from Google Search to premium publishers is down 10%.”

Even if clicks are “better,” the volume decline is undeniable.

Who Wins, Who Loses

Not all content types are suffering equally.

• Losers: News, educational content, how-tos, and informational guides are losing the most. AI can summarize these instantly.
  

• Winners: Branded queries are holding up better. Amsive found branded searches actually see 18% higher CTR when mentioned in Overviews.

This data creates a two-tier internet where big brands thrive, while smaller publishers struggle for visibility.

Why This Matters for Marketers

If your strategy relies on ranking for informational queries and pulling in traffic with ads or affiliate content, the ground is shifting beneath you.

The implications:

• SEO isn’t dead, but it’s different. AI Overviews represent a parallel ranking system where clicks are scarcer.
  

• Brand is your moat. Companies that are investing in authority, trust, and recognition have more protection.
  

• Diversification is essential. Depending solely on organic traffic is riskier than ever.

How to Adapt: Action Steps

1. Build Direct Relationships

Don’t let Google own your audience. Invest in:

• Email newsletters
  

• WhatsApp alerts
  

• Podcasts and apps

These channels bypass the AI choke point.

2. Optimize for AI Inclusion

Google hasn’t published a playbook, but early tests show:

• Structured answers win citations.
  

• Fresh, concise, authoritative content gets pulled into Overviews.
  

• Topical authority increases your chances of being referenced.

3. Double Down on Brand Signals

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is now critical. Make your brand the default answer in your niche.

4. Explore Licensing Opportunities

Some publishers, such as News Corp and The Atlantic, are already cutting deals with AI companies. This won’t work for everyone, but it’s worth watching.

5. Test Monetization Beyond Traffic

If your model depends on raw traffic, consider products, memberships, or community-building to capture value in new ways.

My Take: The New Reality of Search

AI Overviews are the biggest disruption since featured snippets — only this time, the losses are larger, and the benefits less clear.

The mistake most publishers make is treating this as a passing phase. Because this is not “just another Google update” — it’s a structural rewrite of how information flows online.

The real question isn’t whether AI Overviews will take clicks. They already are. The question is: how will you adapt your business model to a future where fewer clicks come from Google?

Final Thought

Publishers and marketers who survive this shift will be the ones who embrace brand building, diversify traffic, and optimize for AI inclusion. Those who don’t will continue to chase a shrinking pool of clicks.

The open web is changing. Adaptation isn’t optional.

Top Publishers Hand-Selecting Amazon Brands to Promote this Holiday Season

This holiday season, top publishers are actively sourcing brands to include in their gift guides, newsletters, listicles, reviews, and more to drive high-intent shoppers straight to Amazon storefronts.

Here’s why it matters:

• Amazon brands are seeing a 5:1 conversion rate compared to their DTC site

• Millions of shoppers discover products through trusted publishers

Levanta is working directly with these publishers to introduce them to a small number of 7–9 figure brands.

If you qualify, your products could be featured in high-traffic placements that deliver predictable CAC and directly measurable sales.

See if your brand qualifies

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Shane Barker