Investigating Click Behaviors On Google Search Result Pages That Produce an AI Overview

Abstract

In 2024, Google introduced "AI Overviews," a feature that displays an AI-generated result summary at the top of many Google search pages. This study investigates the role of AI in Google search using one month of web browsing data from a representative panel of 900 U.S. adults. Our analysis of the panelists' Google searches sheds light on AI Overviews, when they appear in Google search results, and what user behaviors are associated with AI Overviews. We identify several attributes that make a search query more likely to generate an AI Overview, including the length of a query, whether the query begins with a question word, and whether the query contains both a noun and verb. When it comes to user behavior, we find that clicks to sources cited in AI Overviews are very rare, occurring in only about 1% of visits to AI Overviews. We also find that AI Overviews are associated with fewer clicks and higher rates of ending browsing sessions. Importantly, results from a mixed-effects logistic regression model indicate that these associations hold when controlling for random effects by panelist and query attributes that make AI Overviews more likely to appear.