Google AI Overviews Boost Search Usage by 49%

Martechvibe

15-05-2025

The research shows that traditional metrics like click-throughs have steadily decreased since the launch of AIOs, while AI-driven impressions—surfaced via tools like AIOs—are surging.
BrightEdge released new research on Google AI Overviews (AIOs), showing the advent of AI-powered search engines isn't diminishing Google's dominance, but rather fueling an unprecedented expansion of overall search activity.
BrightEdge found total search impressions increased by over 49%, with Google experiencing growth alongside the emergence of AI-driven discovery platforms, underscoring a powerful shift in how people are seeking and finding information in the AI era.
Key Insights from the Report In the last month, Chatgpt grew 21%, with Perplexity and Gemini remaining about 1/10 of its size, and other AI search engines like Claude, Meta, and Grok another 1/10 smaller. Meanwhile, Google still maintains over 90% of the market share.
AIOs now appear in over 11% of Google queries, a 22% increase since debuting last year.
Longer, complex queries have grown 49% in AIOs since May 2024, while ranking-style content and comparison queries have decreased, down 60% and 14% respectively.
Impressions on all content have skyrocketed by over 49% since the launch of AIOs, while click-throughs have steadily declined, with a nearly 30% reduction since May 2024.
BrightEdge data shows that the industries with the strongest AIO presence are healthcare, education, B2B tech, and insurance. Travel and Entertainment are rising, while ecommerce has not seen rapid growth in the past year.
'The assumption was that AI would kill traditional search. But our data tells a different story: search is not disappearing, it's expanding. Google is not being replaced; it's being reimagined,' said Jim Yu, Founder and CEO of BrightEdge.
'The rise of AI agents has created a new battleground where visibility is no longer about rankings or clicks; it's about presence across a new class of interfaces. Brands need to understand how and where they're being interpreted by AI. The rules are changing, and this data is an early signal of where things are headed.'
ALSO READ: BrightEdge Announced AI Offerings in Data Cube X
From Clicks to Impressions, From Discovery to Decision-Making
The rise of AI search engines and autonomous agents is fundamentally reshaping how discovery works and how brands and publishers measure success. Traditional metrics like click-throughs have steadily decreased since the launch of AIOs, while AI-driven impressions—surfaced via tools like AIOs—are surging.
BrightEdge data confirms that while Google remains the main battleground for search performance, there is a growing need to rethink performance not in terms of click-throughs, but influence, appearing in the right context, at the right moment, in the AI experience.
The shift does not stop at discovery. As AI agents increasingly connect to payment platforms, the line between recommendation and transaction is dissolving. This shift demands businesses rethink marketing to consider AI as a direct consumers. The future of commerce will hinge on understanding and influencing AI agents.
The Path For Future-Proofed Brand Strategies
Brands must urgently adapt SEO for an era of buying within AI search. Future-proofing means optimising not just for clicks but for AI agent visibility and preference, and shifting focus to new KPIs. To find success in AI search, brands need to attend to their mentions within AI outputs, sentiment behind those mentions, and the likelihood of AI systems prioritising their content in the buyer journey.
Not all AI platforms treat content the same, and different attributes matter for different AI search engines, and differ in how they cite their sources. In Chatgpt, it's easy to get mentioned—but citation links are rare (every 2 in 10 mentions are cited).
Perplexity leans heavily on citations, averaging over 5 citations per answer, but mentions brands less frequently—only 1 in 5 answers include any brand reference at all. Google AIOs exist in the middle of this spectrum, blending brand recall with source attribution.
This fragmentation is a complex, new frontier: brands only have one website, yet must optimise for many AI engines with different rules.
ALSO READ: Nearly Half of Americans Admit to Using AI for Shopping
The Martechvibe team works with a staff of in-house writers and industry experts.
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Sitecore offers composable cloud solutions with its flagship products, Sitecore Experience Platform(XP) and Sitecore Experience Manager (XM). They help marketers to overcome scalability challenges. Some of its features include intuitive visual editing, headless delivery, marketing automation, scalable personalisation, data and machine learning capabilities.
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Salesforce Experience Cloud is a platform that helps enterprises link clients, partners, and employees to securely exchange information and documents. Built on its Customer 360 platform, Salesforce's DXP ensures seamless integration with any solution in the Salesforce ecosystem.
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Oracle Cloud offers a comprehensive suite of platform-based marketing automation solutions for personalised B2B and B2C automation campaigns. Some of its featured products are Eloqua Marketing Automation, CrowdTwist Loyalty and Engagement, and Unity Customer Data Platform.
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Optimizely is a digital experience platform (DXP) provider that offers Optimizely One, an easy-to-use and fully integrated suite. It provides a single, unified workflow with thoughtfully embedded AI and machine-learning algorithms, accelerating work across the entire marketing lifecycle.
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OpenText offers a cloud-native, scalable platform for enterprises to streamline their marketing functions. It provides fully composable content management, digital asset management, creative workflows, personalisation, targeting and customer data technologies in one place, ensuring a holistic approach to B2B, B2E and B2C experiences.
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Neptune DXP is a PaaS(Platform-as-a-Service) provider, helping marketing teams build custom apps based on modular, reusable application building blocks. The company offers flexible environments to businesses across different verticals, further providing personalised digital solutions at scale.
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Magnolia is a composable DXP that comes with no-code connector packs and low-code micro-frameworks for third-party integrations. It also offers an open-source version alongside its commercial plans enabling enterprises to build tailored use cases.
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Liferay DXP helps marketers deliver personalised and connected digital experiences across a broad range of channels, including customer portals, websites, intranets, mobile apps, and connected devices. It offers intuitive CMS, user analytics, and site management tools that businesses need to launch, test and optimise digital experiences for faster go-to-market.
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Powered by IBM Consulting, IBM iX offers a composable DXP, providing a comprehensive solution to make enterprises' systems future-ready. Utilising its data-driven insights and intelligent workflows, marketers can design and deliver human-centred experiences across the customer lifecycle.
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HCL Digital Experience (DX), forms part of a wider HCL Customer Experience (CX) product portfolio, offering core capabilities such as content management, DAM, CDP called Signals, and low-code application development. It provides services in government, life sciences, insurance, financial services, and other verticals.
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Contentstack is a headless CMS and Composable Digital Experience Platform (DXP) solution provider that helps marketers gain a competitive edge. It recently launched into Google Cloud Marketplace, and is also available on Microsoft Azure and AWS. It seamlessly enables mid-market brands to adopt its omnichannel campaign engine to drive higher conversions and sales.
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Bloomreach Commerce Experience Cloud provides businesses an edge with its modular capabilities: Content Management System (CMS), Discovery features for search and merchandising optimisation, and Engagement tools such as Customer Data Platforms (CDP) for personalisation and analytics.
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Adobe Experience Cloud offers a comprehensive set of services specifically designed to address the day-to-day requirements for personalised customer experience at scale. Its platform helps manage different digital content and assets to improve customer satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
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Acquia offers DXP solutions, comprising of two main elements: Acquia Drupal Cloud and Acquia Marketing Cloud. It can be accessed in both platform-as-a-service (PaaS) and software-as-a-service (SaaS) with additional components such as Site Factory for multisite management, digital asset management (DAM), CDP, personalisation, and Campaign Studio.
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