How much organic traffic are AI Overviews actually pulling away from B2B websites right now? The honest answer is that no single number captures it — different studies measure different things, on different query sets, using different methodologies — but several independent data points paint a consistent directional picture worth taking seriously.
How Much B2B Search Traffic Are AI Overviews Taking?
No B2B-specific, industry-wide study has published a single definitive number, and any source claiming exact precision here should be treated skeptically. What the available general-web data shows is a substantial decline in click-through rate on queries where an AI Overview appears, generally in the range of 50–70% depending on the study and query type — a decline steep enough that B2B marketers should plan around it as directionally real, even without a category-specific figure to cite. For the practical content implications of this shift, see How AI Overviews Are Changing B2B Search — And What Still Gets Clicks.
The Ahrefs Study
Ahrefs’ February 2026 analysis found organic click-through rate on queries with an AI Overview dropping from roughly 0.073% to 0.016% — a decline of about 58% relative to queries without an Overview present. That’s a large-scale study across a broad query set, not limited to B2B, but it’s one of the more rigorously documented data points available and worth anchoring expectations against.
The Seer Interactive Study
Seer Interactive’s own research found a comparable pattern, with click-through rate dropping from around 1.76% to 0.61% on AI-Overview-present queries — a similar directional magnitude to the Ahrefs findings, measured independently, which strengthens confidence in the overall trend even though the exact numbers differ between the two studies.
The SparkToro Data
SparkToro’s research approached the question from a different angle, focused on the overall shift in click behavior across Google search broadly, finding roughly a 9.5 percentage-point decline in click-through rate tied to the rise of AI-generated answers. Separately, broader zero-click research — searches that end without any click at all — has put that figure at roughly 68% of all Google searches, though this number reflects overall search behavior rather than AI-Overview-specific queries and predates some of the more recent AI Overview expansion.
Why B2B Might Differ From the General Data
It’s worth being direct about a real limitation: none of these studies isolate B2B search behavior specifically. B2B queries skew more toward higher-intent, comparison, and evaluation searches than the general web query mix these studies are built from — and earlier findings in this hub suggest that exact type of query holds up somewhat better against AI Overview summarization than purely informational queries do. That means the true B2B-specific decline could plausibly be smaller than the general-web numbers above, though there’s no published data yet to confirm that by how much, and it would be a mistake to assume B2B is immune based on that reasoning alone.
What This Means Practically
Rather than waiting for a definitive B2B-specific number that may not arrive soon, the more useful move is checking your own Search Console data directly — comparing click-through rate on pages/queries where you know an AI Overview is present against similar pages/queries where it isn’t. That gives you a real, first-party answer specific to your own traffic, rather than relying on an aggregate that may not reflect your actual query mix.
A Reasonable Way to Plan Around This
Given the consistency of the directional signal across independently-run studies, it’s reasonable to plan for meaningfully reduced click-through on informational and definitional B2B queries, while treating comparison and evaluation content as more resilient based on the intent-based reasoning above (not yet a confirmed data point specific to B2B). Build content and measurement plans around that assumption, and update it as better B2B-specific research becomes available. Understanding where buyers actually turn instead also helps — see Which AI Tools B2B Buyers Are Actually Using to Research Vendors in 2026.
Quick Answers
Is there a definitive B2B AI Overview traffic-loss number? No — no major study has isolated B2B specifically. General-web studies show declines in the 50–70% range on AI-Overview-present queries.
Do all query types lose traffic equally? No — informational and definitional queries appear to be affected more than comparison and evaluation queries, based on available intent-level research.
How can I get a B2B-specific answer for my own site? Check your own Search Console data, comparing click-through on queries with a known AI Overview against similar queries without one.
Sources: Ahrefs (February 2026), Seer Interactive, SparkToro. See the full SEO & AEO hub for how this shift factors into B2B content strategy.