Study Finds Google AI Mode Cuts Clicks and Pushes Users to Rival Search Engines
A field experiment by researchers at the University of Pennsylvania and Northeastern University has found that Google's AI Mode reduces clicks to external websites and leaves users less satisfied with search. The paper, titled AI in Search Reduces Publisher Referrals Without Improving User Experience: Experimental Evidence, was published in August 2026.
The study tracked 1,100 people over seven days using a browser extension that recorded their searches, clicks and whether AI Overviews appeared. Participants were randomly assigned to AI Mode, standard search with AI Overviews hidden, or a control group. Those sent to AI Mode clicked through to outside sites far less often, and when AI Overviews were removed, outbound clicks rose.
Users assigned to AI Mode also ran fewer searches than expected, and many said the experience was poor enough that they tried Bing, DuckDuckGo or Yahoo instead. Trust, perceived usefulness and personal relevance all fell. Heavy Google users were hit hardest, with a larger drop in search activity than lighter users.
The findings contradict public statements from Google executives, including CEO Sundar Pichai, that AI Mode is sending more traffic to the open web than ever and that users prefer it. For brands and agencies trying to earn citations in AI answers, the results suggest AI Mode keeps users inside Google rather than passing them to publisher sites.
Reported by Search Engine Journal ↗
Topics: AI Mode, AI Overviews, Google Search