Study highlights impact of AI Overviews on Google Search behaviour

Luke Meredith

A new analysis of nearly 846,000 Google search sessions suggests that artificial intelligence (AI) is reshaping how people use the world’s most popular search engine.

The study examined what happens on a search results page when Google’s AI Overviews appear. Researchers tracked how people moved their cursors, how far they scrolled and how long they stayed on the page.

What they found marks a clear shift from the fast, almost automatic behaviour that has defined online search for years. Instead of clicking quickly on the first link, users are now pausing to read, scrolling up and down and comparing options more carefully before making a decision.

The presence of AI Overviews appears to hold people on Google’s results page for longer, regardless of what they are searching for. In the past, behaviour varied depending on whether someone was looking for information, a local service or a specific brand. Now, with AI summaries in place, those patterns are becoming more similar, with users taking extra time to study what they see before acting.

This extra time can be significant. In some cases, users remain actively engaged with search results for up to 20 seconds or more, carefully evaluating options before deciding where to go next. Researchers say this suggests people are making more deliberate choices rather than clicking impulsively.

One of the most noticeable changes is a behaviour described as “back-scrolling”. Instead of moving steadily down the page, users often scroll down to scan links and then back up again to reread the AI summary or reconsider top results. This pattern, observed far more often when the AI Overviews are present, shows that people are double-checking information before clicking.

The shift reflects a broader change in how search works. For years, success online depended heavily on appearing at the top of search results, because users tended to click one of the first links they saw. Now, the results page itself has become a place where decisions are made, rather than just a gateway to other websites.

Analysts estimate that a large share of Google searches now end without a click, as people get answers directly on the results page. This has raised concerns among publishers and businesses that rely on search traffic to attract visitors.

Even so, the new data suggests the situation is not simply about fewer clicks. Instead, it points to a more complex process in which users are weighing options more carefully. Those who do click may be more confident in their choice, having spent longer evaluating what they see.

Google has argued that these changes reflect improvements in search quality, helping users find what they need more efficiently. However, critics say the growing role of AI in search could reshape the balance between the search engine and the wider web.

The findings highlight a turning point for how people interact with online information, as well as the brands they come across online. If you want your brand to become more visible through Google, at Engage Web, we can help. Speak to our experts today to get our support.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.