B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
15%
15% -- organic click decline for Organic search results (2025)
Organic search clicks decline by 15% to 25% when AI summaries appear in search results.
- Reported as a range of 15% to 25%
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
15%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
kahunam.com
Primary
Tier C
https://kahunam.com/articles/seo/do-people-actually-buy-through-ai-search-what-the-research-shows/ ↗
Source Article
Do People Actually Buy Through AI Search? What the Research Shows
Everyone’s talking about AI shopping features. But do they actually lead to sales?
The research tells conflicting stories. Some studies show AI visitors convert 23 times better than organic search. Others show they convert worse than almost every other channel.
Both claims have data behind them. Her…
Original Research
kahunam.com
· Original study ↗
Methodology
Range 15-25%; midpoint used
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Organic search results: 15% organic click decline. Source: kahunam.com (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ai-summaries-organic-click-drop
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<blockquote cite="https://lighthousedata.io/data/ai-summaries-organic-click-drop" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>15%</strong> -- organic click decline for Organic search results<br><small>Source: kahunam.com (2025) · <a href="https://lighthousedata.io/data/ai-summaries-organic-click-drop" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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