The artificial intelligence revolution is fundamentally transforming how we interact with information online. Google’s aggressive push into AI-powered search features is creating ripple effects across the entire web ecosystem, raising critical questions about the future of digital content and user behavior.
The Traffic Drain: AI Overviews Impact on Web Engagement
Recent research from the Pew Research Center has confirmed what many publishers and SEO professionals have long suspected. Google’s AI Overviews feature is dramatically reducing traffic to websites across the internet.
The data is stark. Only 8% of users who encounter an AI summary click on any link to visit a website. This compares to 15% of users who click through when they see only traditional search results. Even more concerning for content creators, just 1% of users click on the citation links within AI summaries themselves.
This represents a fundamental shift in user behavior. When faced with AI-generated summaries, users are more likely to end their browsing sessions entirely. According to the research, 26% of users who see an AI summary stop browsing completely, compared to just 16% who see traditional search results.
The implications are profound. Nearly two-thirds of all Google searches now result in users either staying within Google’s ecosystem or leaving entirely without visiting any external websites. This trend threatens the traditional web traffic model that has sustained countless businesses and content creators for decades.
Google’s AI Arsenal: New Features and Capabilities
Despite concerns about traffic erosion, Google continues expanding its AI capabilities. In July 2025, the company rolled out several significant updates to its search platform.
The most notable addition is an AI-powered business calling feature. This system can call local businesses on behalf of users to gather information about pricing and availability. Users simply search for services like “pet groomers near me” and select “Have AI check pricing.” The system then makes calls, identifies itself as an automated Google service, and compiles information from multiple businesses.
Google also enhanced its AI Mode with the Gemini 2.5 Pro model. This upgrade brings advanced reasoning capabilities, particularly for math and coding questions. The company introduced “Deep Search,” which conducts hundreds of searches and synthesizes information into comprehensive, fully-cited reports within minutes.
These features represent Google’s vision of “agentic AI” systems that can take actions on behalf of users rather than simply providing information. The business calling feature exemplifies this approach, handling tasks that previously required direct human interaction.
The Dominance of Major Platforms
The Pew research reveals another troubling trend for smaller content creators. Wikipedia, YouTube, and Reddit dominate both AI summaries and traditional search results.
These three platforms account for 15% of sources cited in AI summaries and 17% of sources in standard search results. This concentration of citations means that while Google processes content from across the web, it primarily directs attention to a handful of major platforms.
Wikipedia appears more frequently in AI summaries than in traditional results, while YouTube links are more common in standard search results. This pattern suggests that Google’s AI systems have preferences for certain types of content and platforms when generating summaries.
For smaller websites and independent content creators, this represents a double challenge. Not only are users less likely to click through from AI summaries, but the summaries themselves are more likely to cite major platforms rather than smaller, specialized sources.
Reaching Billions: Google’s AI Scale
Google’s AI initiatives have achieved massive scale remarkably quickly. AI Overviews now serve over two billion monthly users across more than 200 countries. The company reports seeing more than a 10% increase in search activity when this feature appears.
The Gemini app has reached 450 million monthly active users, with daily requests increasing by more than 50% compared to the previous quarter. Google’s AI Mode, launched just months ago, already has over 100 million monthly active users in the US and India.
These numbers demonstrate the rapid adoption of AI-powered search features. Users are embracing these new capabilities, even as they fundamentally change how information flows across the internet.
Google’s video generation model, Veo 3, has been used to create over 70 million videos since May. The company’s Google Vids tool, built on Veo technology, approaches one million monthly active users. These figures illustrate how AI is expanding beyond text-based search into multimedia content creation.
The Premium AI Experience
Google has introduced tiered access to its most advanced AI features. The company now offers Google AI Pro and AI Ultra subscriptions, with premium subscribers getting early access to features like Gemini 2.5 Pro and Deep Search.
This represents a significant shift in Google’s business model. For the first time, the company is offering different search experiences based on payment tiers. Premium subscribers receive access to more powerful AI models and higher usage limits for features like the business calling service.
The Deep Search feature, available to subscribers, can conduct hundreds of searches and compile comprehensive reports in minutes. This capability goes far beyond traditional search, offering research assistance that could replace hours of manual work.
This tiered approach raises questions about search equity. If Google’s best AI features are reserved for paying customers, it could create a two-tier internet where premium users have access to superior information tools.
Industry Pushback and Concerns
The rapid deployment of AI features has generated significant criticism from publishers and content creators. Google CEO Sundar Pichai has pushed back against claims that AI summaries harm the web ecosystem.
Pichai argues that more content is being created online than ever before, suggesting the web ecosystem remains healthy. He emphasizes that people consume content across multiple formats video, images, and text and encourages publishers to diversify their content presentation.
However, the Pew research data contradicts these reassurances. The evidence shows that AI summaries cause users to engage less with web content, not more. Users are more likely to end their browsing sessions and less likely to visit external websites when presented with AI-generated summaries.
This disconnect between Google’s public statements and the research findings highlights the tension between the company’s AI ambitions and the broader web ecosystem’s health.
The Future of Web Traffic
The implications of these changes extend far beyond individual websites losing traffic. The traditional model of the internet where search engines direct users to diverse sources of information is being fundamentally altered.
If current trends continue, we may see a consolidation of web traffic around major platforms and AI-generated summaries. Smaller websites, independent journalists, and specialized content creators could find it increasingly difficult to reach audiences.
This shift could have profound effects on information diversity and quality. While AI summaries can provide quick answers, they may lack the depth, nuance, and specialized expertise found in dedicated sources. The risk is creating an information ecosystem that prioritizes convenience over comprehensiveness.
The business model implications are equally significant. Many websites rely on advertising revenue generated by visitor traffic. If AI summaries reduce click-through rates by half or more, entire categories of online businesses may become unsustainable.
Technological Innovation vs. Ecosystem Health
Google’s AI advances represent genuine technological achievements. The ability to synthesize information from multiple sources, conduct research automatically, and even make phone calls on behalf of users showcases impressive capabilities.
However, these innovations raise fundamental questions about the balance between technological progress and ecosystem health. While users may benefit from more convenient access to information, the broader web community may suffer from reduced traffic and engagement.
The challenge lies in finding ways to harness AI’s benefits while preserving the diverse, decentralized nature of the internet that has driven innovation and information sharing for decades.
As Google continues expanding its AI capabilities, the industry will need to grapple with these competing interests and find sustainable solutions that benefit both users and content creators.
Sources
- 404 Media – Google’s AI Is Destroying Search, the Internet, and Your Brain
- TechCrunch – Google rolls out AI-powered business-calling feature, brings Gemini 2.5 Pro to AI Mode
- Search Engine Journal – Pew Research Confirms Google AI Overviews Is Eroding Web Ecosystem
- The Decoder – Google reaches now billions with AI products for search, Gemini and Veo 3
- Google Blog – New AI features in Google Search: Call a business or do research
