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AI review reduce clicks by 34.5%
Apr
Google says that the AI review increases clicks. Chilly, demanding logic does not agree, just like our research.
We analyzed 300,000 keywords and found that the presence of the AI review in search results correlated with 34.5% lower average click rate (CTR) For the highest class side, compared to similar key words, without reviewing artificial intelligence.
Thanks to our scientist, Xibijia Guan, for downloading data for this analysis.
“In fact, if you put the content and links in AI reviews, they receive higher click rates than in the case of the AI review.”
We chose 300,000 keywords from the Explorer database keywords Ahrefs, consisting of 150,000 keywords with the current review of artificial intelligence and 150,000 keywords with information intent and without AI review.
We used the aggregated GSC data to get the average click speed of each keyword (CTR) per month (sum of clicks/sum of impressions). Then we compared the click rates for both samples in March 2024 (before the implementation of AI inspections in the USA) and March 2025 (PO).
See where the AI review appears for your rankings
You can employ SERP functions The filter to see exactly where they run the AI review for keyword rankings. Go to Ahrefs’ Page explorerGo to Organic keywords Report and choose AI review From the SERP function filter.
In March 2024, the average position one CTR for information words was 0.056. In March 2025 it fell to 0.031:
In March 2024, the average One CTR position for the keywords of the AI review was 0.073. In March 2025 it fell to 0.026:
Sidenote.
“Keywords of the AI review” see keywords that caused AI review in March 2025. In March 2024, before the introduction of AI inspections in the USA, these keywords did not activate the AI review.
We can employ drops in CTR for key information information to predict CTR for our sample of the artificial intelligence review, assuming that the review of artificial intelligence has not been introduced. This forecast CTR is 0.040 (0.073*(0.031/0.056)).
Calculating the difference between the forecast and actual CTR for review AI Keywords suggests that the presence of AI reviews reduces the speed of click for item 1 by ~ 34.5% ((0.026-0.040)/0.040):
Final thoughts
This is not surprising. I saw an anecdate suggesting that some websites have recorded a reduction in clicks by 20-40% since the introduction of AI reviews.
It seems possible. The AI review act in a similar way as the distinguished fragments, trying to solve the search engine inquiry directly in SERP-explicitly contributing to a larger number of zero clicks. And although the AI review often includes quote links, there may be many of these links, which is less likely to get a link to get a lion clicks.
This also says that despite Google optimistic claim This “Links contained in artificial intelligence reviews receive more clicks than if the site appeared as a classic internet list of this question”There is still no possibility of connecting AI clicks and sensations from the rest of the search console data.
It seems that Google does not want us to see the stake of clicking of artificial intelligence reviews.
Assuming that the AI review remain in its current form, it is also likely supreme Ctr will be. When the novelty disappears and Law of shit clicks They fall, I would expect clicks to decrease further.
