Google AI Overviews 搜索结果出现率升至43%

无论用户是否喜欢，AI 搜索正迅速成为默认选择。据一份新报告，谷歌在搜索中生成的 AI 回答（称为 AI 概览）：https://techcrunch.com/2025/07/23/googles-ai-overviews-have-2b-monthly-users-ai-mode-100m-in-the-us-and-india/，在短短一年内，其出现率已从 15% 升至 43%，推动了网络用户在线获取信息方式的转变。

在最近对生成式 AI 领域的分析中：https://www.similarweb.com/corp/the-2026-generative-ai-landscape/，市场情报公司 Similarweb：https://www.similarweb.com/ 指出，最初作为搜索层叠加的 AI，如今已成为搜索过程中不可或缺的一部分，因为谷歌将用户引入 AI 概览，然后用户可以通过谷歌更具对话性的 AI 模式：https://techcrunch.com/2025/05/20/googles-ai-mode-rolls-out-to-us-will-add-support-for-deeper-research-comparison-shopping-and-more/ 继续进行研究。

同期，AI 模式访问量从 2025 年 6 月的 1.26 亿次增长到 2026 年 5 月的 2.79 亿次。

数据显示了用户搜索网络方式的更广泛变化：https://techcrunch.com/2026/05/19/google-search-as-you-know-it-is-over/——从谷歌以前仅提供可点击的蓝色链接列表时代，转向谷歌本身成为信息获取目的地的时代，并从其编入索引的网站中获取答案和信息。

这反过来似乎增加了用户在谷歌平台上花费的时间，而不仅仅是将其作为发现网站的工具。根据 Similarweb 数据，过去一年中谷歌搜索的平均时长有所增加，这表明人们现在正在用更长、更自然、为 AI 设计的对话式查询取代简短的基于关键词的搜索。

这一变化并未受到出版商的欢迎，因为他们因 AI 引用的增加而失去了推荐流量：https://techcrunch.com/2025/06/10/googles-ai-overviews-are-killing-traffic-for-publishers/，这些引用并不会带来点击量。去年，Similarweb 报告称：https://techcrunch.com/2025/06/10/googles-ai-overviews-are-killing-traffic-for-publishers/ 尤其指出这对新闻出版商的影响是多么严重。最近，技术基础设施公司 Cloudflare 推出了工具：https://techcrunch.com/2026/07/01/cloudflares-new-policy-pushes-ai-companies-to-pay-for-publishers-content/，允许出版商通过阻止 AI 爬虫：https://techcrunch.com/2024/07/03/cloudflare-launches-a-tool-to-combat-ai-bots/ 访问他们的网站，除非这些 AI 公司通过其市场：https://techcrunch.com/2025/07/01/cloudflare-launches-a-marketplace-that-lets-websites-charge-ai-bots-for-scraping/ 支付内容访问费，从而进行反击。

虽然 AI 引用并不总是导致用户点击目标站点，但 Similarweb 的新报告显示，包括引用的 AI 响应数量在过去一年中增长了五倍以上。

尽管如此，截至 2026 年 5 月，美国 ChatGPT 桌面查询中仅有 6.8% 包含引用。（一些行业表现更好，旅游、零售和体育查询生成引用回答的频率高于其他行业。）

然而，出版商仍有一些希望。至少就 ChatGPT 而言，在 5 月 7 日的搜索更新之后，美国桌面推荐流量有所改善，当时访问网页的比例从 2026 年 3 月的 25% 增加到 5 月 30 日的近 60%。

这表明用户在 AI 驱动的搜索结果中出现的更明显的蓝色链接可用时会加以利用。

即便有这些改善，更大的 AI 搜索趋势依然没有改变，因为 Google 正将自己从通往更广泛网络的门户转变为自身的目的地。

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AI search is rapidly becoming the default, whether users like it or not. In just a year’s time, Google’s AI-generated answers in search, known as AI Overviews：https://techcrunch.com/2025/07/23/googles-ai-overviews-have-2b-monthly-users-ai-mode-100m-in-the-us-and-india/, have gone from appearing in 15% of searches to 43%, according to a new report, driving a shift in how web users consume information online.

In a recent analysis：https://www.similarweb.com/corp/the-2026-generative-ai-landscape/ of the generative landscape, market intelligence firm Similarweb：https://www.similarweb.com/ noted that what began as an AI layer on top of search has become an integral part of the search journey itself, as Google drops users into AI Overviews, where they can then continue their research via Google’s more conversational AI Mode：https://techcrunch.com/2025/05/20/googles-ai-mode-rolls-out-to-us-will-add-support-for-deeper-research-comparison-shopping-and-more/.

During the same period, AI Mode visits rose from 126 million in June 2025 to 279 million by May 2026.

The data illustrates a broader change in how users search：https://techcrunch.com/2026/05/19/google-search-as-you-know-it-is-over/ the web — a shift from an era when Google provided a simple list of blue links to click through and read to one in which Google itself is the destination, sourcing its answers and information from the websites it indexes.

This, in turn, appears to increasethe time users spend on Google’s platform rather than using it only as a tool to discover websites. Over the past year, Similarweb’s data shows that the average length of Google searches has risen, suggesting that people are now replacing their short keyword-based search queries with longer, more natural conversational ones designed for AI.

This change has not been welcomed by publishers, who are losing out on referral traffic：https://techcrunch.com/2025/06/10/googles-ai-overviews-are-killing-traffic-for-publishers/ due to the rise of AI citations that don’t lead to clicks. Last year, Similarweb reported：https://techcrunch.com/2025/06/10/googles-ai-overviews-are-killing-traffic-for-publishers/ on this trend, noting in particular how devastating it was for news publishers. More recently, tech infrastructure company Cloudflare introduced tools：https://techcrunch.com/2026/07/01/cloudflares-new-policy-pushes-ai-companies-to-pay-for-publishers-content/ that allow publishers to fight back by blocking AI crawlers：https://techcrunch.com/2024/07/03/cloudflare-launches-a-tool-to-combat-ai-bots/ from their websites unless those AI companies pay for access to their content through its marketplace：https://techcrunch.com/2025/07/01/cloudflare-launches-a-marketplace-that-lets-websites-charge-ai-bots-for-scraping/.

While AI citations don’t always lead to users clicking through to a destination, the number of AI responses that include a citation has risen more than fivefold during the past year, Similarweb’s new report says.

Still, just 6.8% of U.S. ChatGPT desktop queries included citations as of May 2026, despite this growth. (Some industries fare better, with travel, retail, and sports queries generating cited responses more frequently than others.)

There is some hope for publishers, however. In terms of ChatGPT at least, U.S. desktop referrals have improved after a May 7 search update, which saw the proportion of visits landing on webpages more than double from 25% in March 2026 to nearly 60% by May 30, 2026.

This suggests that users are taking advantage of the more prominent blue links within AI-driven search results when they’re available.

Even with these improvements, the larger AI search trend remains unchanged, as Google transforms itself from a gateway to the wider web into a destination in its own right.

When you purchase through links in our articles, we may earn a small commission：https://techcrunch.com/techcrunch-affiliate-monetization-standards/. This doesn’t affect our editorial independence.

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