Independent researchPew Research Center, 22 Jul 2025

About 18% of Google searches in March 2025 showed an AI summary as part of the results

Channel validation

18%

of all Google searches by U.S. adults in March 2025 included an AI summary in the results

Reader Note:: 12,593 of the 68,879 Google searches in the study produced an AI summary. That makes it the prevalence among one tracked U.S. panel rather than a share across all Google users.
Evidence:: Observed behaviour
Vendor interest:: None
Sample:: 900 U.S. adults in Pew Research Center's KnowledgePanel Digital who agreed to install tracking software on a device; analysis covered their google.com browsing during March 1-31, 2025, including 68,879 unique Google searches.

Good for

Comparing yourself against a similar segment, and choosing what to test next.

Not for

Saying that one thing caused another, or predicting what you would get.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.

4.4x

How much better an AI search visitor converts compared to an organic search visitor, on average

of Google searches that showed an AI summary ended with a click on a link inside that summary (US, March 2025)

20% of Gen Z and 17% of Millennials discover new brands through influencer endorsements, vs 12% of Gen X and 5% of Boomers

Share of each generation who discover new brands via influencer endorsements
Generation	Share who discover brands through influencers (%)
Gen Z	20%
Millennials	17%
Gen X	12%
Baby Boomers	5%

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11.4%

of shopper sessions in the US involved an AI tool as of June 2026, up 2.3 percentage points from a year earlier

is the short-term ROI index for influencer campaigns in the UK, right on the market average with 4.5% of short-term sales (excluding campaigns that produced no result)

21–26%

of consumers in the US, UK, and Germany report using AI tools to research products online, per Statista's 2026 Global Survey (Jul 2025–Jun 2026).

About 18% of Google searches in March 2025 showed an AI summary as part of the results

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Not for

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