AI-generated summaries reduced clicks on traditional search results from 15% to 8%, according to a Pew Research Centre analysis of 68,879 Google searches in March 2025. Users exposed to AI summaries ended sessions without clicking 25% of the time, indicating a shift in brand discovery behavior. Generative AI platforms like ChatGPT are reshaping how users engage with brand information online. This shift suggests brands must adapt their digital strategies to maintain visibility as AI summaries dominate search experiences.
What Happened
Pew Research Centre studied nearly 69,000 Google searches and found that AI-generated summaries significantly reduced user clicks on traditional search results. Users who saw AI summaries clicked on brand links only 8% of the time, compared to 15% for those without summaries. Additionally, a quarter of users with AI summaries ended sessions without any clicks.
Why It Matters for the AECM Industry
AECM professionals rely on online brand visibility for project sourcing and partnerships. Reduced clicks on traditional search results mean fewer opportunities for firms to attract clients through standard SEO. Companies must explore AI-driven content strategies and optimize for AI summary inclusion to remain competitive in digital brand discovery.
What's Next
Expect AI platforms to enhance summary accuracy and personalization in 2026. AECM firms should monitor AI search trends and invest in AI-compatible marketing tools to capture emerging digital audiences.
Source: https://www.artificialintelligence-news.com/news/how-aeo-vs-geo-reshapes-ai-driven-brand-discovery-in-2026/. Read the original story →
