← Back to archive

AI summaries are changing how people search

People seem to stop searching altogether after reading the AI summary in Google Search. Which would be fine if it was always right - but it’s not. So now folks are reading something written by a LLM, assuming it's correct, and never checking further.

People aren’t clicking like they used to. If there’s an AI summary at the top, clicks get cut in half. HALF. And only 1% of people actually click through to the sources Google mentions. Most of those sources: Reddit, Wikipedia, and YouTube. So if you’re a small blog or niche site? Good luck...

The internet used to be this huge place where people explored, dug deep, clicked through rabbit holes. But it’s becoming a one-box answer machine.

AI summaries are changing how people search

Originally posted on X

PS: I'm pretty active on 𝕏 if you'd like to follow along

Archive

2026

2025

2024

2018