Seer (Sept 2025): brands cited inside AI Overviews earn 35% more organic CTR and 91% more paid CTR

Claim: Seer Interactive's Sept 2025 study of 3,119 queries / 42 organizations / 25.1M organic impressions found:

• Organic CTR fell 61% (1.76% → 0.61%) when an AI Overview appeared on a SERP
• Paid CTR fell 68%
• But brands cited inside an AI Overview earn 35% more organic clicks and 91% more paid clicks than uncited brands on the same SERPs

Source: Seer Interactive, September 2025. https://www.seerinteractive.com/insights/study-ai-brand-visibility-and-content-recency and Inc.com analysis.

Confidence: Verified.

Implication for Candid clients: The CTR collapse from AI Overviews is real (-61% organic). The halo from being cited inside one is also real (+35% / +91%). The middle position — visible on the SERP but not cited in the AI Overview — is the worst place to be. This is the strongest "AI visibility matters in revenue terms" claim available.