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Study: Google AI Mode Cut Publisher Clicks by 19 Points in Controlled Trial

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A preregistered field experiment involving 1,100 US participants found that Google AI Mode reduced external click-throughs to publishers by 18.8 percentage points compared to standard Google Search. The seven-day study, conducted in March 2026, randomly assigned participants to one of three search experiences: no AI features, standard search, or full AI Mode. Beyond traffic losses, participants in AI Mode also reported lower trust in the information they found and conducted fewer daily search sessions than those using standard search. Click declines were observed across multiple destination types, including news sites, Reddit, and Wikipedia, with heavier Google users showing the strongest behavioral shifts. The researchers caution that findings reflect AI Mode as it existed during the trial and should not be read as a universal forecast for all future versions of Google Search.

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