Search / SEO
AI overviews are changing search behavior and reducing downstream clicks, with users ending sessions more frequently on result pages that contain AI-generated summaries. Brands must also manage their relationship with the algorithmic systems that increasingly mediate discovery.
How Often Do AIOs Appear?
Publisher: Authoritas
Google users who encounter an AI summary are less likely to click on links to other websites than users who do not see one. Users who encountered an AI summary clicked on a traditional search result link in 8% of all visits, versus 15% when no summary appeared.
Google users are more likely to end their browsing session entirely after visiting a search page with an AI summary (26%) compared with pages with only traditional search results (16%).
The Dual Relationship Model
Publisher: California Management Review
Chauhan and Jayswal’s Dual Relationship Model frames each brand as managing two parallel relationships: one with the human customer and one with the algorithmic system acting on the customer’s behalf.
These relationships require distinct owners: a human-relationship owner in Marketing and a machine-relationship owner in Product.