This article discusses a study exploring how visual generative AI (genAI) influences ad performance. It found that ads created from scratch by genAI outperformed human-made ads in click-through rates, while modified ads showed no significant improvement. Notably, labeling ads as AI-generated decreased consumer interest significantly.

AI Overviews have significantly reduced the click-through rate for top-ranking pages, now down 58% as of December 2025. The study analyzed keyword data to highlight this decline, showing a consistent pattern of lower clicks as Google retains more traffic through these features. The trend points to a growing prevalence of zero-click searches.

AI Overviews are significantly reducing click-through rates (CTR) in search results, prompting companies to adapt their strategies for driving growth. To counter this trend, businesses should focus on redefining success metrics, covering relevant keywords, and utilizing content upgrades, while ensuring that their calls to action are aligned with the buyer's journey. By refreshing content regularly and integrating product mentions thoughtfully, brands can maintain a competitive edge in search-driven content.