AI Overviews: A Revolution in Search or a Threat to Websites?

In May 2023, Google introduced AI Overviews, a feature designed to transform the search experience by providing users with direct, concise answers generated by artificial intelligence. This innovation extracts and summarises information from multiple online sources, moving beyond the traditional model of merely displaying links to websites. As Google rolls out this feature globally, it raises important questions about its implications for user experience and website traffic.

The Concept of AI Overviews

AI overviews are prominently displayed at the top of search results, offering users quick access to essential information. This feature aims to enhance user experience by providing straightforward answers, reducing the need to navigate through multiple sites. By prioritising concise summaries, Google seeks to improve the accuracy and relevance of search results.

Initially available only in the United States, the feature expanded to over 100 countries by the end of 2024, reflecting Google's commitment to making AI technology accessible worldwide. By March 2025, AI Overviews became available to all users, even those not logged into Google accounts.

Competition in the AI-Powered Search Landscape

The launch of AI Overviews comes amid intense competition from other AI-driven search engines, such as OpenAI's SearchGPT and Microsoft's Deep Search. With the rise of chatbots like ChatGPT and Copilot, Google recognises the necessity of investing heavily in AI to maintain its market leadership.

Concerns Among Businesses and Advertisers

The introduction of AI overviews has sparked significant concern among companies, website managers, and digital advertisers. The primary worry is that users may rely on AI-generated summaries rather than clicking on links to original content, potentially leading to a decline in website traffic. Given that paid advertising is a crucial revenue source for many businesses, reduced traffic could threaten the multibillion-dollar digital advertising industry.

Research Study Overview

To explore these concerns, a research team at tech3lab of HEC Montréal conducted a study assessing the impact of AI overviews on user behaviour compared to traditional search methods. The study involved creating four search scenarios, split into two groups: one utilising AI overviews and the other based on traditional search results.

Researchers measured several factors:

• Clicking Behaviour: The number of clicks on search result links.
• Cognitive Load: Measured through pupillometry to assess mental effort during searches.
• Visual Attention: Tracked using screen recordings to identify focus areas.

Participants also completed questionnaires to evaluate their perceptions of search relevance, usefulness, and satisfaction.

Study Results

The findings indicated that AI overviews did not significantly affect users' perceptions of search result quality or their clicking behaviour. Notably, the presence of AI summaries did not reduce user interactions with traditional search result lists. This suggests that, at least initially, the introduction of AI overviews may not lead to a drastic decline in website visits. However, researchers noted that user behaviour could evolve as familiarity with the feature grows.

The Future of Search Competition

As competition in the online search space intensifies, tech giants like Google and Microsoft are likely to continue innovating to attract users. Google recently launched AI Mode, which integrates a chatbot into the search experience, further illustrating its commitment to advancing AI capabilities.

The AI Overviews feature represents a significant advancement in Google's strategy to fortify its position in the generative AI landscape. Although preliminary studies indicate that its impact on website traffic and advertising may not be immediate, the potential for deeper changes in the digital search landscape remains. As technology evolves and user dependence on AI-driven tools increases, the implications for businesses, advertisers, and the overall search experience will continue to unfold.