What Our AI Mode User Behavior Study Reveals About The Future Of Search

Our new usability study of 37 participants across seven specific search tasks clearly shows that people:

1. Read AI Mode
2. Rarely click out, and
3. Only leave when they are ready to transact.

From what we know, there isn’t another independent usability study that has explored AI Mode to this depth.

In May, I published an extensive two-part study of AI Overviews (AIOs) with Amanda, Eric Van Buskirk, and his team. Eric and I also collaborated on Propellic’s travel industry AI mode study.

We worked together again to bring you this week’s Growth Memo:…