The implications of zero-click search (where a search does not end in a click to one of the results on the search engine results page) for search providers, advertisers and content providers are understandably huge.
Oddly enough, the data so far might suggest that zero-click has had a neutral impact on Google search revenue, for example, whatever the possible future impact. Advertisers are working to shift their ad buys in ways that feature inclusion in the AI summarizes, for example.
Content providers arguably have been hardest hit, as the decrease in Web traffic affects their ability to monetize content using advertising placements.
In 2024, 65 percent of all global searches on Google are estimated to be zero-click, according to Briskon. Mobile searches tend to feature more than 75 percent zero clicks. Ahrefs analyzed 300,000 keywords and found that the presence of an “AI Overview” in the search results correlated with a 34.5 percent lower average clickthrough rate for the top-ranking page, compared to similar informational keywords without an AI Overview.
Bain’s February 2025 research suggests that about 80 percent of consumers now rely on “zero-click” results in at least 40 percent of their searches, reducing organic web traffic by an estimated 15 percent to 25 percent.
It is not hard to understand why the trend exists. Some 40 percent to 70 percent of generative AI model users use the platforms to conduct research and summarize information (68 percent), understand the latest news and weather (48 percent), and ask for shopping recommendations (42 percent).
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