Fascinating post, sampling data from the Pew Research study
What Web Browsing Data Tells Us About How AI Appears Online 2025, tells us of the impact AI summaries is having on our CTR. We are far more likely to conclude a search without clicking a link if an AI summary is present, a trend which is surely going to increase as the summaries get become more ubiquitous and improve in quality. There’s a reason why Google sat on the transformer model, allowing OpenAI to steal a march on them - AI is going to eat the web. Important implications for anyone publishing, anything. Recruitment marketers especially need to review
this one.