As of May 24, 2025, Google has introduced significant changes to its search engine, integrating advanced AI features like AI Overviews and AI Mode. These innovations aim to enhance user experience by providing direct, conversational answers to complex queries.
However, this shift has led to a notable decrease in website traffic, raising concerns among publishers and content creators. Despite these challenges, Google maintains that the quality of user engagement has improved.
The Rise of AI Overviews and AI Mode
In March 2025, Google launched AI Mode, an experimental feature that allows users to input intricate, multi-part questions and receive comprehensive AI-generated responses. This feature leverages Google’s advanced Gemini 2.0 model, which supports multimodal inputs, including text, images, and voice. Initially available to Google One AI Premium subscribers in the United States, AI Mode aims to provide users with more intuitive and efficient search experiences.
Concurrently, Google introduced AI Overviews, which display summarized answers directly on the search results page, reducing the need for users to visit external websites. These summaries are powered by Google’s AI and are designed to address user queries promptly.
Impact on Website Traffic
The implementation of AI Overviews has led to a significant decline in website traffic. Research indicates that when AI Overviews appear, the top organic result loses approximately 34.5% of its usual traffic . Furthermore, some publishers report traffic drops of up to 70%, with many small businesses experiencing revenue losses in the tens of thousands.
The implementation of AI Overviews has led to a significant decline in website traffic. Research indicates that when AI Overviews appear, the top organic result loses approximately 34.5% of its usual traffic . Furthermore, some publishers report traffic drops of up to 70%, with many small businesses experiencing revenue losses in the tens of thousands .
The implementation of AI Overviews has led to a significant decline in website traffic. Research indicates that when AI Overviews appear, the top organic result loses approximately 34.5% of its usual traffic . Furthermore, some publishers report traffic drops of up to 70%, with many small businesses experiencing revenue losses in the tens of thousands .
Google’s Response: ‘Quality Clicks’ Over Quantity
In defense of the new AI features, Google asserts that while click-through rates (CTR) may have decreased, the quality of user engagement has improved. Elizabeth Reid, Head of Google Search, explained that users are now spending more time on websites that align closely with their queries, rather than quickly bouncing off irrelevant pages. This, according to Google, indicates higher-quality interactions .
However, industry experts express skepticism regarding this claim. Danny Goodwin, Editorial Director of Search Engine Land & SMX, notes that while studies don’t directly disprove Google’s assertion about ‘high-quality clicks,’ they show that AI Overviews likely reduce visibility and traffic for many sites, especially on non-branded, informational queries .
Publisher Concerns and Industry Reactions
Publishers and content creators have voiced concerns over the impact of AI Overviews on their traffic and revenue. The News/Media Alliance, representing major U.S. news publishers, criticized Google’s expanded AI Mode, calling it “theft” for allegedly depriving publishers of web traffic and revenue. Danielle Coffey, CEO of the News/Media Alliance, argued that the inclusion of links in AI summaries was one of the last remaining ways for publishers to benefit from Google Search, and now, their content is being used without proper compensation or permission .
Additionally, some publishers have reported a reduction in traffic potential, with early indicators suggesting a 5-10% decrease since the launch of AI Overviews. Adam Vowles, Director of SEO and Audience Development at Immediate Media, stated that their brands have seen drops in click-through rates from search following the institution of AI Overviews that have since “normalized” .
Looking Ahead: Adapting to the New Search Landscape
As AI-driven search continues to evolve, publishers and content creators must adapt their strategies to maintain visibility and engagement. This may involve optimizing content for AI features, focusing on high-quality, original content, and exploring alternative revenue streams beyond traditional ad-based models.
Google’s AI advancements represent a significant shift in the search ecosystem, prioritizing user experience and direct answers. While this approach offers benefits to users, it also presents challenges for publishers who rely on search traffic. The ongoing dialogue between Google and the publishing industry will be crucial in shaping the future of search and ensuring a balanced approach that serves both users and content creators.
