AI-powered search is fundamentally shifting how users interact with search engines. Unlike traditional search engines, which present a list of links for users to sift through, AI-driven features like Google’s AI Overviews provide concise, personalised answers at the top of search results. This change is revolutionising user behaviour, as individuals increasingly expect quick, direct responses instead of navigating multiple web pages.
As AI becomes more integrated into search engines, users are becoming accustomed to receiving relevant answers immediately. The need to click through to websites has decreased, as users can now find the information they seek within these AI summaries. Research indicates that when AI Overviews appear, click-through rates (CTR) for paid ads and organic links drop significantly. For instance, CTR for paid ads falls from 21% to 10% when AI Overviews are featured. This trend signals a shift in how search behaviour is evolving, with users favouring instant results over traditional browsing.
The rise of generative AI tools is driving this transformation. Google’s AI Overviews are expected to handle around 60 billion search queries, contributing to a major shift in the search landscape. This growth in AI search queries is also fueling consumer motivation. AI’s ability to deliver quick, accurate answers improves users’ engagement with search tools. The novelty and intelligence of AI systems not only satisfy users’ informational needs but also spark curiosity, driving them to engage more deeply with search engines.
As AI adoption continues to grow, user experience will be further refined, and search behaviour will continue to evolve, making AI-powered search a central part of how we access information online.