A new user study shows that Google’s AI-style search results guide people toward a shortlist of choices, but most still visit websites before making real decisions. In 141 recorded sessions, 69% of users clicked through to a site, especially when they needed to book an appointment or choose a service.
A research team recently watched 52 people across the United States and Canada complete a range of local service searches.
Participants used Google’s AI mode at the start of their search and shifted between AI results and traditional listings as needed. The goal was to find out whether AI-style summaries reduce the need to visit websites.
The findings suggest that claims about AI killing traffic do not hold up for real transactional searches.
Most people still wanted direct information from a provider’s website, even after reviewing the AI summary.
Out of all sessions observed, 69% included at least one website click. Only a small portion felt ready to choose using the AI panel alone.
AI Results Feel More Like a Helpful Shortlist
Instead of functioning as a final answer, AI mode acted more like a jumping-off point. Participants typically checked several options rather than settling on the top recommendation.
On average, people looked at nearly four businesses. 89% clicked more than one.
Scrolling was common. 84% went below the first view, treating the list as something to explore rather than something to accept at face value.
That behavior shows how important visibility is for local businesses. Being included among the top handful of options may matter more than securing the number-one position.
Reviews Shape Trust More Than Images
Reviews continued to play a major role in how people judged a business. When a Google Business Profile showed customer feedback, nearly 3 out of 4 participants opened it. Photos, surprisingly, carried less weight. Only about a quarter of users looked at images, even for services where visuals could be useful.
Because these signals influence how quickly users grow comfortable with a provider, trust becomes a key factor in whether they decide to leave AI mode and visit a website. Reputation-building efforts, including brand mention, can help strengthen the trust that encourages users to click through to a business site.
The pattern was consistent across different search categories, from dermatologists to dentists to cosmetic treatments. Users spent just under three minutes reading AI results, then another minute or so reviewing websites before deciding their next step.
What This Means for Businesses Trying to Stay Visible
For companies that depend on local demand, AI results are becoming a new gateway. The study suggests that strong visibility in these summaries can help drive real leads.
However, the ultimate conversion still happens on the website, where users look for reassurance, pricing, clarity, and a way to book.
This shift raises the value of managing online reputation and presenting clear information above the fold. It also increases the importance of signals like reviews, consistent branding, and a polished company profile.
Actionable Guidance for Business Owners
Here are a few practical steps that can help companies stay visible and build trust as AI-driven results shape how people choose local services.
- Strengthen your Google Business Profile. Keep details current and highlight core services and contact options.
- Focus on review growth. Encourage satisfied customers to leave feedback and respond professionally to concerns.
- Improve the top section of your website. Make it easy for users to confirm they have found the right provider.
- Aim to appear in AI-mode shortlists. Optimize for the queries that matter most in your category.
- Monitor mentions and on-page performance. Track how often Google’s AI highlights your business and where users land next.
Key Takeaways
- Seventy percent of sessions included website clicks.
- Users compared multiple businesses rather than picking the first option.
- Customer reviews influenced decisions strongly.
- Images were less important than expected.
- Scrolling behavior shows that placement beyond the top screen still matters.
Zulekha
AuthorZulekha is an emerging leader in the content marketing industry from India. She began her career in 2019 as a freelancer and, with over five years of experience, has made a significant impact in content writing. Recognized for her innovative approaches, deep knowledge of SEO, and exceptional storytelling skills, she continues to set new standards in the field. Her keen interest in news and current events, which started during an internship with The New Indian Express, further enriches her content. As an author and continuous learner, she has transformed numerous websites and digital marketing companies with customized content writing and marketing strategies.