What's happening in AI search

News and research on how ChatGPT, Gemini, Claude and Google AI recommend businesses. Always with the sources, and what it means for your business.

• Research

  • Pew Research Center
  • Ahrefs

  −58%clicks on the top result with an AI Overview
  17 October 2026 · 1 min readFewer clicks from Google: what the numbers on AI Overviews really sayWhen an AI Overview sits above the results, people click through less. Pew Research and Ahrefs measured how much less. What that means for your traffic from Google.
• Sources

  • Muck Rack
  • Institute for Public Relations
  • Pew Research Center

  84%of the sources is earned media
  10 October 2026 · 1 min read84 percent of what AI cites does not come from your own siteMuck Rack looked at more than 25 million links in answers from ChatGPT, Claude and Gemini. The conclusion: the assistants mostly trust what others write about you. And each assistant has its own favourites.
• Google

  • Google Nederland

  2 to 3×as long are questions in AI Mode
  8 October 2026 · 2 min readA year of AI Mode in the Netherlands: how your customers search nowSince October 2025, Google Search in the Netherlands has had an AI Mode, in Dutch. People ask longer questions there and Google searches further by itself. What that changes for local businesses.
• Technical

  • Search Engine Roundtable
  • Search Engine Journal
  • Search Engine Land

  llms.txthype or helpful?
  29 September 2026 · 1 min readDo you need an llms.txt? What Google and the rest really do with itThe llms.txt file is widely promoted as the way into AI. Google says Search does not use it. What it does and does not do, and where your time is better spent.