It’s official: Google’s AI Mode destroys informational clicks
A meta analysis of studies into the impact of Google AI Mode — which launched in Australia on 8 October — shows that it almost entirely removes the need for users to click when they are searching for information. Man of Many co-founder Scott Purcell looks at what publishers and brands can do about that.
Google's AI Mode was launched in Australia earlier this month.
How does a 92-94% reduction in external clicks sound?
That’s the stark reality of Google’s AI Mode for informational queries, according to a brilliant new meta-analysis from Growth Memo. A huge hat tip to Kevin Indig and Amanda Johnson for synthesizing 10 different studies to give us a clear picture of what’s happening. If you’re in SEO, publishing, or marketing, this is need-to-know info.
The data is clear: informational clicks have all but vanished. Multiple studies confirm that 92-94% of AI Mode sessions for queries (like “what is…”) result in zero external clicks. Traffic decline for this top-of-funnel content is simply the new reality.
The only significant exception is shopping. Clicks aren’t dead everywhere. Clicks are now almost purely transactional, with high-intent shopping or booking queries producing click-out rates near 100%. Users research within the AI summary, then click out to buy.
