AI, simply put, is here to stay. Whilst all of the ways that AI will be implemented remain currently unforeseeable, a way it has been thoroughly implemented is in search summaries within major search engines. One prominent example, Google, released its AI search summary and new AI features in the UK in August 2024. It’s now been well over a year of the predominant search engine models utilising search summaries to quickly provide information for searches, reducing the amount of time taken for users to fulfil their request. However, by changing how users interact with search engines, AI summaries have also fundamentally altered search engine results pages. 

Read on for insight and actions on AI, search summaries, how businesses can expect to be impacted, and what their next steps are to move forward… 

How Have Search Summaries Changed Online Traffic?

AI Search Summary Statistical Impact

Statistics fluctuate from source to source, but some statistics include:

• DMG Media, owner of MailOnline and Matro, reporting that desktop click-through rates fell from 25.23% to 2.79% when AI Overviews appeared. 

• One study claims that AI has caused up to 80% fewer clickthroughs. 

• Higher ranking Google results see a 34.5% lower CTR when AI Overviews are present.

• 80% of people relying on “zero-click” results at least 40% of the time.

• 49% of people are still clicking traditional blue links after consuming an AI-generated answer.

Overall, organic website traffic is declining, click-through rates have decreased, and there has been an increase in ‘zero-click’ searches. Users are often satisfied with the concise, plain-English answer listed at the top of the screen, why would a user scroll down and click on multiple sources for a simple query? As a result, there is less incentive to scroll or click-through multiple searches. At the same time, users who are undertaking more complex searches are still engaging with a more traditional interface. 

AI’s impact on online traffic therefore varies significantly and depends largely on individual business models and audience behaviour.

What Does AI’s Impact On Search Behaviour Mean For Businesses? 

This shift does not have to mean the end for websites, website traffic, and the models which have previously relied on it. However, to continue in the exact same approach, without any consideration for the best method to adapt and acclimate to this new world, is sure to contribute to the problem. 

AI’s influence on search engines means businesses must rethink how they operate online. The sooner this adjustment is made, the better positioned they will be to maintain visibility, trust, and conversions. 

How Can Businesses Optimise For AI and AI Search Summaries?

Here are several practical steps businesses can take to remain competitive and turn the marathon back into a sprint: 

• Analyse and assess the overarching goal of your online activity

Before any of these steps are taken, you need to understand the reasons behind your online activity. You need to understand if your business is aiming to achieve lead generation, brand awareness, sales, authority building, or something else. Whilst an online presence can help with all of these elements, deciding which carries the most weight for you, and therefore requires the majority of your resources, is necessary.  

• Make your info easy to access

Utilise simple English, structure your content clearly using headings, concise paragraphs, and be direct. AI search algorithms prioritise clarity and relevance, making your copy easy for AI to understand will lead to a higher change of it utilising your answers for search summaries or of utilising your website in an AI answer to a prompt. 

• Cement your trustworthiness 

AI recognises authority. If you’re a reputable source, it will be more likely to utilise your website for answers and results. Demonstrate expertise through authoritative content, credible sources, clear authorship, and up-to-date information. Trust signals are increasingly important for AI-generated results. 

• Keep it conversational

Keep it easy to understand and readable. Write in natural, user-focused language that mirrors how people actually search and ask questions. This easily-understood, conversational copy will benefit both your AI rankings and your human readers. Avoid excessive use of jargon and keep your AI and human audience in mind as you write.  

Go Back To Tradition In 2026

With modern marketing practices quickly adapting and changing, in ways that can be difficult to adapt to, why not return to a more traditional form of marketing? 

Join us on the 11th & 12th of November 2026 for The Business Show London. Get face-to-face with 25,000 SMEs and entrepreneurs, all with purchasing-power, looking for services and products that will take their operations to the next level. Guarantee exposure, become a part of the biggest business event in Europe, and make connections that count. 

Find out more about exhibiting on our Why Exhibit page.