Contents
What?
After Google introduced AI Overviews , which changes the way search results are presented by providing users with pre-packaged summaries generated by artificial intelligence, it saw a drastic drop in organic traffic.
Why?
Senuto's analysis , the introduction of AI Overviews resulted in a noticeable drop in organic traffic – the average click-through rate (CTR) dropped by 19.4% in Polish search results. This signals that traditional SEO strategies may require a major overhaul.
Who is it for?
For online store owners, content creators, SEO specialists, and marketers who need to adapt their operations to the new reality of the digital world.
Background
The relatively recently introduced AI Overviews feature is part of Google's Search Generative Experience —an experiment that combines generative AI with traditional search results. Instead of displaying only links, the search engine presents summaries of answers, significantly reducing the need to click on sources. According to Senuto, CTR declines are particularly prevalent in the education, healthcare, and information industries, where AI can generate complete answers without the need for source pages.
How are AI Overviews changing the landscape of the digital world?
The change introduced by Google is not just a technical innovation—it's a fundamental transformation of the information search model . AI is taking over the role of intermediary between users and content, which could lead to a decline in visits to sites that previously dominated organic results. As a result, online store owners and publishers must seek new forms of visibility —for example, through presence in multimedia materials, social media, or contextual advertising.
Scale of change according to Senuto
Analysis of thousands of keywords showed that implementing AI Overviews led to an average 19.4% drop in CTR , with the largest differences observed in industries with a high level of information. For some keywords, the number of link clicks dropped by as much as 30%. This phenomenon confirms the trend that AI can limit the organic visibility of even well-optimized sites .
What does this mean for businesses in the digital world?
For businesses with an online presence, this means modifying their content strategy . Creating content that not only answers questions but also encourages user interaction . It's also worth investing in structured data (schema.org), which increases the chance of being included in AI responses. For online stores, building brand and trust becomes a priority – elements that AI algorithms cannot fully replace.
How to react to a drop in CTR?
- Analyze data from Google Search Console for phrases covered in AI Overviews.
- Create expert and in-depth content that is difficult to replace with short AI summaries.
- Strengthen your presence on social media and video campaigns.
- Monitor traffic share from AI results using analytics tools.
Is this the beginning of the end of classic SEO?
Experts are certain that this is the beginning of a new era of optimization . Traditional SEO focused on links and keywords is no longer sufficient. In a world where AI generates answers directly in results, context, domain authority, and user trust matter. Google announces the further development of AI Overviews, which means the role of SEO will become more comprehensive – combining technology, UX, and brand communication.
Want to learn more?
Contact us and learn how to effectively adapt your SEO and content marketing strategy to the new realities of search.
Read other information about changes and trends in the digital world.
Subscribe to the newsletter
SUBSCRIBE to our newsletter and receive news from the digital world.
Kornelia Makowska
e-commerce specialist
A marketing and management expert specializing in digital marketing and e-commerce, she has extensive experience managing online stores, developing online sales, and building brand presence in digital channels. She effectively creates and implements comprehensive marketing strategies, focusing on optimizing sales activities, increasing conversions, and long-term brand image enhancement. She combines expertise with a practical approach based on data analysis and insight into the latest market trends.
