The short answer
AI summaries can change the path between a search and a website visit. Pew observed traditional-result clicks on 8% of Google visits with an AI summary, compared with 15% without one. It was an observational comparison, not proof that summaries caused the difference. [1]
What the study actually measured
Pew analyzed browsing from 900 US adults in March 2025, then reconstructed search results in April. Its dataset contained 68,879 unique Google searches. The click percentages use visits as the denominator, not people. [1]
Different searches may have different intent, and reconstructed results may differ from what users originally saw. The research does not establish a booking-loss rate for local businesses or predict which business an AI service will recommend.
IMS interpretation: distinguish visibility from action
A website visit is one observable event in a longer customer journey. IMS recommends tracking it alongside actions that matter to the business, while keeping their definitions separate. That is a measurement approach, not an outcome tested by Pew.
Imagine someone researching a first wellness appointment. They may learn basic information in a search interface, check a map listing, call the business and book later. Website sessions alone cannot reconstruct that entire path.
The opposite can also happen: an information page attracts visits from people who have no intention of booking locally. More sessions would not necessarily mean more useful demand.
For a salon or gym, ask a new customer how they first heard about the business and what they checked before making contact. Keep that self-reported information separate from analytics. Neither source is complete on its own.
Make useful information easy to verify
Review the questions someone needs answered before a first visit. State your actual services, location, next steps and relevant practical details clearly. Link claims to credible sources when you publish educational content.
This is an editorial recommendation. It does not guarantee rankings, AI mentions or citations. Avoid treating a new markup field or a repeated keyword as proof of discoverability.
Ask: Are our public details consistent? Can a visitor tell who wrote the page and where its claims came from? Do we record inquiries and attended appointments as well as website sessions?
When traffic changes, inspect these measures together. Do not assume that fewer clicks mean fewer customers, or that an AI mention generated a sale.
For agencies and owners
Use a specific customer question to begin the review, then follow the information and contact path. Digital Growth & Visibility can help frame that inspection. Keep observable findings separate from predictions about how search tools will behave.
Original source
[1] Pew Research Center analysis of Google AI summaries. Athena Chapekis and Anna Lieb; July 22, 2025. 900 US adults; March browsing; results reconstructed April 7–17, 2025.
IMS interpretation and examples are editorial recommendations, not additional study findings.
IMS examples and suggested actions are practical guidance, not additional findings from the original study. Review the source and its limitations before using the statistic.