Impact of AI Search Summaries on Website Traffic: Evidence from Google AI Overviews and Wikipedia

Search engines have long allocated attention on the web by routing users from queries to websites. AI search changes this arrangement because information needs can be resolved inside the intermediary. Using URL-level Comscore U.S. desktop clickstream, we compare ChatGPT and Google information-seeking occasions and exploit ChatGPT Search access expansions to estimate traditional search displacement. ChatGPT produces outbound clicks in only 5.2% of conversation sessions, far below Google's referral ratio. The remaining clicks are not a scaled-down Google stream: they skew toward specialized destinations and away from ad-supported sites. Wider access cuts search use by 9.4%, with search-referral losses largest for informational categories. Our findings identify a central economic shift in digital intermediation: AI search might satisfy information needs inside the intermediary while weakening the referral bargain that has linked search, traffic, and content production on the open web.

Generative AI is being increasingly integrated into web search for the convenience it provides users. In this work, we aim to understand how generative AI disrupts web search by retrieving and presenting the information and sources differently from traditional search engines. We introduce a public benchmark dataset of 11,500 user queries to support our study and future research of generative search. We compare the search results returned by Google's search engine, the accompanying AI Overview (AIO), and Gemini Flash 2.5 for each query. We have made several key findings. First, we find that for 51.5% of representative, real-user queries, AIOs are generated, and are displayed above the organic search results. Controversial questions frequently result in an AIO. Second, we show that the retrieved sources are substantially different for each search engine (<0.2 average Jaccard similarity). Traditional Google search is significantly more likely to retrieve information from popular or institutional websites in government or education, while generative search engines are significantly more likely to retrieve Google-owned content. Third, we observe that websites that block Google's AI crawler are significantly less likely to be retrieved by AIOs, despite having access to the content. Finally, AIOs are less consistent when processing two runs of the same query, and are less robust to minor query edits. Our findings have important implications for understanding how generative search impacts website visibility, the effectiveness of generative engine optimization techniques, and the information users receive. We call for revenue frameworks to foster a sustainable and mutually beneficial ecosystem for publishers and generative search providers.

Search engines traditionally complement online content platforms by directing users seeking information to external websites. The emergence of generative AI search tools that summarize answers directly on the results page may disrupt this relationship by making visits to source platforms optional. We study this question using Google AI Overviews and Reddit, one of the largest online discussion platforms. Our identification exploits Google's content moderation policy: Safe-for-Work (SFW) Reddit communities are indexed by Google organic search and surfaced in Google AI Overviews, while Not-Safe-for-Work (NSFW) communities, though indexed by organic search, are prohibited from being referenced in AI Overview summaries. Using a difference-in-differences design, we find that AI Overviews increase engagement in SFW communities: daily comments rise by 12.0 percent and the number of commenting users by 12.4 percent relative to NSFW communities. The effects are concentrated in experience-based discussions (opinions, advice, and personal experiences) rather than fact-based information. However, the subsequent introduction of Google AI Mode, which allows users to interact conversationally with the AI summary, largely eliminates these gains in experience-based content. These results suggest that the effects of AI search depend critically on interface design and content type.