Google is pushing back against claims that its AI-powered search features are harming the open web. In a blog post published on Wednesday, Google Search head Liz Reid addressed growing criticism, especially surrounding AI Overviews, automated summaries that now appear at the top of many search results.
According to Reid, click traffic from Google Search has remained “relatively stable” when compared to the same period last year. While she acknowledges that traffic shifts have occurred, she points out that some websites are receiving more clicks while others are getting fewer, largely depending on the type of content they offer.
AI Isn’t Killing the Web, Says Google
The statement comes in response to a Pew Research report, which suggested users are less likely to click links when AI-generated answers are presented first.
Reid disputes those findings, claiming the third-party methodologies used in such studies are “flawed” and don’t reflect the real picture of how users engage with search results.
“Search’s value exchange with the web remains strong,” Reid insists. “We continue to send billions of clicks to websites every day.”
Reid says that search pattern changes have led to decreased traffic for some outlets, but boosts for others, particularly platforms featuring forums, video content, podcasts, and authentic user-generated posts.
She also notes a rising interest in in-depth reviews, original analysis, and thoughtful commentary, indicating that users value rich, unique perspectives over generic summaries.
She adds that even when users don’t immediately click on the sources cited within an AI Overview, they may still click through to dive deeper. These users tend to spend more time exploring detailed content, which can lead to more meaningful engagement.
Despite Google’s reassurances, the digital publishing industry remains uneasy. Reports from The Wall Street Journal have detailed how major outlets like Business Insider, HuffPost, and The Washington Post have experienced noticeable drops in traffic following the rise of AI tools like ChatGPT, Gemini, and Microsoft Copilot.
Additionally, Google’s ongoing algorithm updates are making it harder for independent publishers to maintain visibility in search results.
Google has already launched AI Mode in the U.S., bringing chatbot-like functionality to regular search. The company is also experimenting with AI-curated search result pages, signaling that more drastic changes to the search landscape are on the horizon.
While Google insists that AI is improving user experience, it remains to be seen whether its evolving strategy will continue to support the health of the broader web ecosystem.
