AI Overviews Failing to Drive Clicks | Should You Still Focus on it?

Google’s AI Overviews were expected to redefine search visibility when they rolled out across global markets in early 2024. And on paper, they did just that. 

Brands that previously competed for traditional SERP real estate suddenly found themselves cited at the very top, inside AI-generated summaries positioned above ads, carousels, and organic listings.

But there’s a problem. That visibility isn’t translating into traffic.

According to new research done by Adam Gnuse, spanning over 20,000 keyword queries across various industries, including ecommerce, automotive repair, SaaS, healthcare, and education, AI Overview citations are performing significantly below expectations. 

In fact, even the top AI citation slot is generating click-through rates comparable to Position 6 in traditional organic rankings.

For comparison, an organic Position 1 link can historically deliver a CTR of anywhere between 25–30%, while Position 6 typically drops to 3–5%. 

AI Overviews, even when showcasing a trusted brand, are struggling to break that threshold.

CTRs are down!

The most dramatic insight from the study isn’t in Position 1; it’s everything below it. 

Once a link lands in third position or lower inside the AI Overview, CTR collapses almost entirely. 

Unlike traditional blue links, where users often scan through the top five results before making a choice, AI Overview blocks rarely encourage scrolling or exploration.

Brand Mentions Without Context

One of the primary reasons for low engagement is the presentation. 

In standard organic listings, websites have a strong opportunity to showcase their content through titles, rich snippets, and descriptive meta descriptions. 

In AI Overviews, they don’t.

Brands are relegated to plain, minimal hyperlinks, often without any emotional or persuasive framing.

SEOs Shift From “Win the Overview” to “Leverage the Overview”

Despite poor click performance, most experts agree AI Overviews shouldn’t be ignored. 

But strategy is shifting.

Rather than treating AI citations as direct-click drivers, SEOs are beginning to position them as brand exposure assets, something similar to digital billboards or upper-funnel touchpoints.

There’s growing speculation that AI-based citations could influence future branded search and even LLM trust weighting, even if they don’t result in immediate conversion.

Preparing for the Second Phase of AI Behavior

While users may be hesitant today, behavior is expected to shift over time. Past search format transitions, including Featured Snippets, People Also Ask, and Knowledge Panels, were initially met with skepticism before eventually becoming part of the normal browsing flow.

Many analysts predict the same progression for AI Overviews:

1. Phase 1: Curiosity & low engagement 
2. Phase 2: Recognition & passive trust 
3. Phase 3: Interaction & habitual clicking 

That means brands that wait until AI Overviews “get good” will already be behind those that are seeding brand presence now.

What Forward-Thinking SEOs Are Doing

Based on reports, three immediate trends have emerged:

Here’s what I feel: Right now, AI Overviews aren’t revenue engines. They’re memory seeds. 

As users start trusting the AI block more, they will scan and click based on familiarity. 

The brands already cited, even if ignored today, will be the ones that win tomorrow. So the traffic may not be flowing today, but attention is shifting. 

And attention always leads to demand, even if it takes time to materialize. 

SEO is always about the long game, and those who put in the effort today will reap the benefits tomorrow.

Anil Kumar

Anil is a digital marketing professional with a strong focus on both organic and paid strategies. He specializes in creating performance-driven campaigns that help brands grow online. With a keen understanding of market trends and audience behavior

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