AI summaries are cannibalizing clicks. How does your brand survive?

AI summaries reduce the need to visit sites. I explain what it means for traffic, attribution and editorial strategy, with concrete actions for this week.

What changed on the results page

When an AI summary appears at the top of the SERP, many users feel they already got the answer. Behavior changes: less consultation and fewer clicks on classic results. Several 2025 analyses point to relevant CTR drops when there's a visible AI summary.