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Light Dark Use Device Settings Advertise Contact Us Home / Bing / Microsoft: AI Summarizes Results, Reducing Clicks & Website Visits Microsoft: AI Summarizes Results, Reducing Clicks & Website Visits Jun 2, 2026 - 7:21 am 1 — by Barry SchwartzBarry Schwartz / Executive Editor
Barry Schwartz is the CEO of RustyBrick and a technologist, a New York Web service firm specializing in customized online technology that helps companies decrease costs and increase sales. Barry is also the founder of the Search Engine Roundtable and the News Editor of Search Engine Land. He is well known & respected for his expertise in the search marketing industry. He only provides consulting services to expert SEOs and also performs search marketing expert witness services. Barry graduated from the City University of New York and lives with his family in the NYC region. You can follow Barry on Twitter at @rustybrick or on LinkedIn and read his full bio over here. 38,518 Articles as barry.schwartz Filed Under Bing Search
James Murray, Senior Product Marketing Manager, Microsoft, gave a webinar named, How to successfully navigate the human, LLM, and agentic web last week. He had a slide come up at about the 9-minute and 30-second mark that reads, "AI summarizes results, reducing clicks and website visits."
Here is a copy of that slide (which he didn't really go into much if you listen to the presentation):
As you can see, that section under "LLM Web" section it says, "AI summarizes results, reducing clicks and website visits."
I spotted this via Natzir on X who wrote, "Holy moly. Microsoft puts "LLMs reducing clicks and website visits" on a slide! Google says the opposite: clicks "relatively stable," even "slightly more quality clicks," "more queries" and calls the decline studies "flawed methodologies."
Yep, Google said clicks are stable and the studies out there are flawed.
But here is someone from Microsoft saying yep, clicked are reduced and website visits are reduced.
Forum discussion at X.
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