The AI Visibility Gap
Why established brands must stay visible above the fold in AI-generated results — and what happens when they don't. A controlled experiment with 604 participants reveals the true cost of displacement.
As AI-generated overviews (AIO) reshape search engine results pages, brands relying solely on organic positioning face significant new risks. Based on a controlled experiment with 604 participants in the dog food category, this independent study by Purchased Research isolates the causal impact of AIO placement on consumer purchase behavior — with four key findings:
- Displacement damages loyalty: When a brand is pushed below the fold, repeat purchase drops by more than 50%.
- Most users never look below the fold: Approximately two-thirds never click "Show More" — rising to 91% when text ads are present.
- The AIO is a confirmation engine, not an acquisition tool: AIO presence reinforced existing customer loyalty while simultaneously suppressing first-time purchase for the same brands.
- Paid Search can recover lost value — but only through clicks: Text ad impressions alone produced zero improvement; the ad must earn the click to deliver results.
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