Publications

In an eye-tracking study with 33 participants, we investigated how Google’s new AI summaries (AI Overviews) influence perception and click behavior in the search results. Using eye tracking, we were able to trace which areas of the page are viewed first and how attention is distributed between AI Overviews, organic results, and ads. The findings provide an empirical basis for understanding current developments in search behavior.

Eye-Tracking Study: How AI Is Changing Google Search

In February 2016, Google caused some commotion by changing the placement of ads (AdWords) on the search results pages. Is the competition for the best ad placement going to intensify? And are organic results going to lose importance? How is the users’ perception and approach to queries affected by the new search results pages? We investigated these questions in our eye tracking study – with remarkable results.

Usability study about the new Google results page