Google, by expanding AI-based search capabilities, is changing one of internet users' most important habits; a habit that for years has depended on clicking links and visiting websites to find answers. Now features like AI Overviews and AI Mode can provide answers to many questions directly on the search results page; a change that has increased publishers' and media's concerns about the future of incoming traffic from Google.
Answers that keep the user on Google
Google's new search model, alongside traditional results, also uses AI-generated answers. This way, the user can receive a summary of the information they need and even ask follow-up questions without leaving the Google page.
Google announced in May 2026 that AI Mode had surpassed one billion monthly active users worldwide. The company also said that the number of users of AI-based search features had exceeded 2.5 billion monthly users.
Google believes these tools lead users to perform more searches and turn to the search engine for more complex questions. However, the same trend can pose a major challenge for publishers: if the user receives the answer they need directly from Google, they have less incentive to open the original article and visit the website.
Publishers' concern about declining visits
Concerns in the media industry have grown so much that some publishers and major media organizations are considering ways to limit AI systems' access to their content. The main reason for this worry is the potential decline in incoming traffic from Google and consequently reduced advertising revenues.
Recent reports show that media and content-producing companies have begun more serious discussions about how Google accesses their material and uses this content in AI features.
In this regard, the European Commission has also started discussions with publishers. These talks followed a new option introduced by Google on August 31, 2026 (9 Shahrivar 1405); an option that allows websites to prevent their content from being used in AI feeds, while their content would still appear in Google’s traditional search results.
This approach could enable publishers to create more distinction between being visible in traditional search and having their content used in Google's AI features.
Google: website traffic has not disappeared
Google, on the other hand, rejects the notion that the entry of AI into search necessarily leads to reduced website traffic. The company has stated that the total organic clicks sent from Google Search to websites have remained relatively steady compared to last year.
Google also claims that traffic generated through the new features is, in many cases, of higher quality; meaning that users who click links can have more engagement with the destination content.
At the same time, the company has tried to make source links more prominent in AI-generated answers so that users can access original sources. From Google's perspective, the goal of these features is not to eliminate websites, but to help users discover reliable sources and content.
A new competition: being seen by AI
Recent developments show that the rules of competition for gaining traffic from Google are changing. In the past, the main goal for many websites was to appear on the first page of search results; but in the age of generative search, another important goal has been added to this competition: becoming a source that AI cites.
This change is more important for news and technology websites. Original content, exclusive reports, deep analyses, expert interpretation, and information not found in other sources can become more valuable; because such content is not easily summarized into a short AI answer.
Ultimately, the future of web traffic via AI search is not yet fully determined. However, one thing is clear: media no longer only compete with other websites for user attention; they must also compete for the attention of the AI engines themselves.