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Mind the Gap: AI Overviews and the Changing Dynamics of Search

Google’s rollout of AI Overviews (AIOs) - the summary boxes at the top of search results - in the UK last August has caused a stir within the search industry. Many businesses have since reported a ‘crocodile effect’ in their metrics: organic impressions remain steady, while clicks steadily decline, with AIOs seen as a key driver of rising ‘zero-click’ journeys.

 

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We've analysed how this shift is affecting our client base: where it's most pronounced, how businesses are responding, and the effect on cost per click (CPC) inflation.

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Read the full report to see how AIOs are impacting organic and paid performance, and the practical steps CMOs can take in response today.

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