[IN THE NEWS]
AI
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JANUARY 15, 2026 — eMarketer recently cited our research on how AI is changing search behaviors among consumers. They included data from our AIO study alongside several other statistics about how marketers expect AI to chip away at Google's search dominance.
What We Found
In our fall 2025 update to the AIOs and CTRs study, we found click-through rates declined regardless of whether AI was present — with organic click-through rates decreasing 46% YoY and paid click-through rates declining 20% YoY.
The Bigger Picture
Our findings align with eMarketer's own research that shows 64% of marketers believe the reduced use of traditional search engines like Google will be the top AI-driven shift impacting digital advertising in the next few years. And we've seen the proof ourselves — our study data reveals AI-driven search is fast becoming the norm.
Our Take: What This Means for Marketers
In January 2025, our data showed higher organic click-through rates when AI Overviews weren't present — but this is no longer the case. Organic queries without AIO are still outperforming AIO queries, but both data points are declining. This suggests users are now seeking answers in other places before Google such as ChatGPT, Perplexity, social platforms, or even going directly to trusted brands. As a result, you need to meet your audience where they are. That means diversifying your marketing strategy, testing new platforms, and allocating more resources to an actual AI strategy.
Also from our study: "Your SEO strategy cannot rely on changing your targeting to avoid AIOs, you’ll need a strategy that reframes your KPI as maintaining your share and visibility, rather than simply driving traffic."
Resources
Check out the eMarketer article: Marketers Expect AI to Chip Away at Google's Search Dominance
Review our original research: AIO Impact on Google CTR: September 2025 update
eMarketer also cited this data in another article about AI and GEO: How Experts Say AI, GEO Will Change Discovery in 2026