Google’s latest AI-powered search feature, AI Overviews, is rolling out to billions of users. But instead of excitement, many website owners and content creators are sounding the alarm. Why? Because this new way of searching could mean fewer people actually visiting websites.
For years, businesses, publishers, and independent creators have relied on Google’s search traffic to sustain their operations. But with AI now summarizing search queries at the top of Google’s results, some fear this could mark the beginning of Google Zero—a future where AI gives users direct answers, eliminating the need to click through to websites at all.
On Decoder with Nilay Patel, Google CEO Sundar Pichai addressed these concerns head-on. His response? The web has survived massive shifts before, and AI will actually increase engagement. But does that argument hold up? Let’s break it down.
The Rise of AI-Powered Search: What’s Changing?
For decades, Google’s search experience was simple: users typed in a query, and Google returned a list of ten blue links leading to websites. Over time, Google introduced featured snippets, which pulled direct answers from web pages, but still encouraged users to click through.
Now, AI Overviews take this a step further—instead of just snippets, Google’s AI-generated responses provide full, detailed answers at the top of search results. This means that for many queries, users won’t even need to click on a website to get what they’re looking for.
Pichai confirmed on Decoder that AI Overviews will expand globally, reaching over a billion users by the end of the year. This has left many businesses and publishers asking a critical question:
👉 If AI gives users answers instantly, why would anyone visit a website?
Why Are Website Owners Worried?
Many online businesses, bloggers, and publishers depend on Google search traffic to stay afloat. The introduction of AI Overviews has sparked concerns that this traffic could vanish overnight.
The CEO of the News Media Alliance went so far as to call AI search results “catastrophic to our traffic.” Others have likened it to a death blow for publishers.
Some websites are already seeing the impact. Examples include:
- HouseFresh (an independent air purifier review site): Reports a dramatic loss of traffic due to Google’s AI answers summarizing its content.
- Retro Dodo (a gaming site): Claims its organic traffic has plunged to near-zero.
These sites argue that Google’s AI extracts their expertise, but doesn’t send visitors back to them—essentially, it takes their content without giving them the benefit of the traffic.
And if fewer people visit websites, what’s the incentive to create high-quality content at all?
Sundar Pichai’s Response: The Web is NOT Dying
On Decoder, Sundar Pichai addressed these concerns, arguing that AI search is not the threat some make it out to be. He made a few key points:
- People still click on links in AI Overviews.
- According to Google’s data, AI-generated results actually increase click-through rates for high-quality content.
- AI Overviews provide users with additional context, making them more likely to engage with websites.
- AI isn’t replacing the web—it’s enhancing it.
- Pichai compared the fear around AI search to past technological shifts, like the move from desktop to mobile.
- When mobile search took off, many feared it would kill web traffic, but instead, it created new opportunities.
- Google depends on the web’s ecosystem.
- Pichai emphasized that Google thrives on high-quality content, so it’s in Google’s best interest to support website traffic.
- If AI search eliminates incentives for content creation, Google’s own search results will suffer.
His argument boils down to this: AI Overviews won’t kill the web—they’ll make search better. But many publishers remain skeptical.
The Bigger Question: Who Benefits from AI Search?
While Sundar Pichai argues that AI Overviews will help users, not all websites will benefit equally.
Winners in the AI Search Era:
✅ Large brands & authoritative websites (Google is more likely to feature established sources in AI Overviews).
✅ Businesses that create original, in-depth content (AI may highlight their expertise, driving traffic).
✅ Sites optimized for AI search (those using structured data, multimedia content, and interactive elements).
Losers in the AI Search Era:
❌ Smaller publishers & niche websites (many fear being pushed out by AI summaries).
❌ Affiliate marketers & review sites (if Google AI provides answers directly, fewer users will need to visit these sites).
❌ Businesses relying on organic search traffic alone (AI Overviews could disrupt their primary customer acquisition channel).
For many entrepreneurs and small business owners, the question isn’t just how AI search will change things—it’s whether they can adapt fast enough to survive.
What Entrepreneurs and Website Owners Should Do Now
If you run a business that relies on Google search traffic, you need a strategy to adapt to AI search changes. Here are a few key steps:
1. Focus on Unique, Expert-Driven Content
- AI is great at summarizing generic information but struggles with original analysis and expert insights.
- Content with unique case studies, firsthand experience, and deep expertise will stand out.
2. Leverage Video and Multimedia
- AI Overviews prioritize video content, so investing in YouTube and interactive media can increase visibility.
- Google-owned YouTube is less likely to be negatively affected by AI search changes.
3. Build a Brand Beyond Google
- Email lists, social media, and direct engagement are crucial to maintaining an audience.
- Relying solely on Google search traffic is a high-risk strategy in an AI-driven world.
4. Optimize for AI Search
- Use structured data to help Google understand and surface your content.
- Provide concise, authoritative answers that AI might highlight in Overviews.
The Future of Search—A Fight for Traffic?
Sundar Pichai believes AI-powered search will be an evolution, not a threat. But for many website owners, the stakes are high.
Will Google’s AI Overviews increase engagement with high-quality content, as Pichai suggests? Or will they choke off search traffic for small businesses and independent publishers?
One thing is certain: AI search is here to stay, and those who adapt now will have the best chance of thriving in this new digital landscape.
