60% -- zero click rate for Searches that relied on AI-generated summaries (2026)

The zero click rate for Searches that relied on AI-generated summaries is 60% as of 2026 according to Bain & Company. This figure is the primary benchmark in the Lighthouse dataset for this segment. Individual results vary by region, channel mix, and audience quality.

A strong zero click rate benchmark for Searches that relied on AI-generated summaries is 60%, using the current serving value as of 2026. This is one serving-eligible observation, not a distribution median; top-quartile comparisons require the underlying distribution. Vertical, audience size, and campaign type all shift what 'good' means.

The published zero click rate serving value for Searches that relied on AI-generated summaries is 60% as of 2026. Individual sectors and audiences may differ substantially; this single observation does not establish an aggregate mean. Quartile comparisons require the underlying distribution, which is not implied by this record.

Primary drivers of zero click rate variation for Searches that relied on AI-generated summaries include audience segmentation, timing, and channel selection. Methodology documents campaign factors, but this serving record does not quantify the effect of personalization. The current serving value is 60% as of 2026.

For a digital marketer, the published zero click rate serving value is 60%; it is an evidence-grade reference, not a personalized target as of 2026. Any performance goal should account for channel mix and audience. Review the methodology before operational decisions; a gap from this serving value does not by itself indicate a structural issue.