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AI search drives fewer clicks but stronger purchase intent, Artefact analysis finds

PUBT·11/10/2026 15:03:30
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AI search drives fewer clicks but stronger purchase intent, Artefact analysis finds
  • AI-driven search is reducing website clicks while delivering higher-value shoppers, according to Artefact's analysis of search and retail trends.
  • Organic click-through rates for informational searches featuring Google's AI Overviews fell to 0.61% in September 2025 from 1.76% in June 2024.
  • AI-referred US retail traffic converted 54% better than non-AI traffic in May 2026, generating 53% more revenue per visit.
  • OpenAI discontinued Instant Checkout in March 2026; Walmart's in-chat purchase conversion rate was about one-third that of referrals to its website.
  • Brands should prioritize reliable, structured data to secure organic AI recommendations rather than commit to a single conversational commerce platform.


Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Artefact SA published the original content used to generate this news brief on November 10, 2026, and is solely responsible for the information contained therein.