Ahrefs, a well-known SEO tool provider, recently released a study revealing a significant negative impact of Google's AI Snapshot feature on search engine results page (SERP) click-through rates (CTR). The study shows that when an AI Snapshot appears in search results, the average CTR for related keywords plummets by 34.5%.
The study examined 300,000 keywords from Ahrefs' Keywords Explorer database. Half of these keywords triggered an AI Snapshot, while the other half did not. By comparing data from March 2024 (before the AI Snapshot launch) and March 2025 (after the launch), researchers found that the average CTR for keywords triggering the AI Snapshot dropped significantly from 0.073 to 0.026. Worryingly, even informational keywords that did not trigger an AI Snapshot saw their CTR decline from 0.056 to 0.031.
Ahrefs' findings clearly indicate that Google's AI Snapshot feature is significantly altering user search behavior and severely impacting website organic traffic.
