Google’s AI Overviews now answer forty eight percent of all search queries, and more than half of all searches end without a single click, yet marketing teams are still building quarterly reports around a number that stopped meaning what it used to

Forty-eight percent of Google queries now trigger an AI Overview, up from roughly 30% just three months earlier, one of the fastest feature rollouts Google has ever shipped on search. The forty eight percent, and the sixty eight percentThe AI Overview growth is worth sitting with on its own. When an AI Overview appears, organic click-through rates drop sharply, and Pew Research found users click through on just 8% of searches when an AI Overview is present, compared with 15% without one. Paid clicks and cost per click have both risen over the same period that organic clicks fell. It is monetizing the exact behavior that’s making organic traffic numbers less meaningful for everyone downstream of it.