Google’s AI Mode might be the future of search, but early signs show it works very differently from what we’re used to. Thanks to new data from SimilarWeb and iPullRank, we now have our first glimpse into how users behave when exploring AI-powered search.

Between May 20 and June 19, over 100,000 AI Mode users were tracked across multiple metrics.

These include:

  • Searches per session
  • Referral rates
  • Referral pageviews and time on site
  • Query length
  • User activity patterns

Let’s break down what the data is showing so far.

AI Mode Is Still New—And Users Are Different

Unlike Google’s AI Overviews, which show up directly in standard search results, AI Mode needs a few extra clicks to access. You either:

  • Click a tab after searching
  • Tap the icon from the homepage
  • Follow the “Dive Deeper” link from an AI Overview

This extra step means early AI Mode users are not your average searchers.

They’re more likely to be:

  • Tech-savvy
  • SEO or marketing professionals
  • Curious explorers testing something new

So, the behaviors we see now are shaped by these early adopters.

AI Mode Referral Rates: Why So Low?

One big question: Do people click less in AI Mode?

Yes, and by a lot.

  • 24% of Google Search sessions result in a click
  • Only 4.5% of AI Mode sessions result in a click

Why the difference? Here are six possible reasons:

1. AI Mode Answers Feel “Complete”

AI Mode doesn’t just give one answer. It fans out likely next questions and answers them too. That means fewer reasons to click away.

If a tool gives you everything you need - why leave?

2. Users Are Still Exploring

Many users in AI Mode are just testing the tool. They’re not looking for something specific. They’re curious.

Short, vague queries are a clue here.

Compared to a traditional SERP, links in AI Mode are:

  • Less visible
  • Sometimes buried inside answers
  • Often placed in side panels

This interface friction discourages clicks.

4. Early Adopters Prefer Self-Solved Answers

People used to ChatGPT or Perplexity often find what they need without external links. They’re comfortable with AI-generated answers.

5. People May Trust AI More Than Expected

Surprisingly, users may trust AI Mode to give accurate information - especially if it’s from Google.

Less doubt = fewer clicks to double-check.

6. Not Many Commercial Queries (Yet)

Most AI Mode usage so far seems informational, not transactional.

Fewer product or brand searches = fewer clicks to third-party sites.

Pageviews Per Session: Is AI Mode Always Lower?

Not exactly.

When averaged over time:

  • Google Search: ~6 external clicks per day
  • AI Mode: ~5.9 clicks per day

But the patterns differ. Google’s numbers are steady. AI Mode is volatile - clicks swing wildly between days.

There’s no clear rhythm yet. That’s typical for something new.

What This Means for SEO and GEO

If AI Mode becomes the default in 6–12 months (as many expect), we need to adapt:

  • Clicks will be harder to earn
  • Content must answer deeply and cleanly
  • Link visibility matters more than ever

This doesn’t kill SEO, it changes what we optimize for. Relevance, clarity, and formatting for AI visibility now matter as much as rankings.

What’s Coming Next?

The current dataset is only the start.

If early trends hold, they could change how we think about traffic from Google.

We’ll find out if:

  • Query types impact referral behavior
  • AI Mode behavior evolves as users grow comfortable
  • SEO strategies must shift from keyword to conversation context

FAQs

What’s the difference between AI Overview and AI Mode?
AI Overviews show above organic results. AI Mode is a deeper, interactive experience available through a separate tab.

Why are clicks lower in AI Mode?
More complete answers, UI friction, and early user behavior all play a part.

Is this bad for SEO?
Not necessarily. But it does change how we plan content and track performance.

Will AI Mode become the default?
Possibly within 6–12 months. Google is testing user behavior before going full-scale.

What should marketers do now?
Start testing content formatting for AI readability and track referral volatility in your analytics.