Amid growing concerns from media outlets and analysts, Google has pushed back on claims that its AI-driven search features are reducing traffic to publishers’ websites. The tech giant insists that click-through rates from its search engine have remained “relatively stable” over the past year, despite a surge in AI-generated responses and shifting user behavior.
The criticism centers around Google’s AI Overviews, introduced in May 2024, which display condensed answers at the top of search results. These summaries often satisfy user queries directly, reducing the need to visit external websites. A Similarweb report noted that zero-click news searches increased from 56% in May 2024 to 69% by May 2025.
Google’s Head of Search, Liz Reid, responded to the backlash, arguing that third-party reports exaggerate the impact, often relying on flawed methods or data from before AI features were introduced. She claimed that while some sites may see changes in traffic, overall engagement from search remains strong — and click quality has slightly improved, with users referred via AI more likely to stay on and interact with content.
“Most providers force customers to choose between flexibility and compliance, or speed and scale,” Reid told TechCrunch. “We’re giving customers all the benefits they’ve been looking for.”
However, critics remain skeptical. Media analysts point out that Google has not shared site-level data or clarified which publishers are benefiting. “That word ‘stable’ is doing a lot of work,” one analyst remarked.
Reid acknowledged that user habits are evolving, noting increased interest in content from “authentic voices” such as forums, podcasts, and video platforms. Meanwhile, platforms like TikTok, Reddit, and Amazon are increasingly becoming go-to destinations for searches — especially among younger users. Google has since added Reddit integration and forum filters to retain relevance.
Publishers, particularly in the news industry, are alarmed. With referral traffic declining and monetization models under pressure, many view Google’s AI features as a growing threat. While Google has introduced tools like micropayments and newsletter opt-ins to support publishers, critics argue these do little to address the core problem: fewer clicks.
“Google wants us to focus on quality over volume,” said one news editor. “But if users don’t leave the results page, quality alone doesn’t pay the bills.”
While Google continues to defend its AI strategy, pressure is mounting — not only from publishers, but also from regulators watching how the company balances innovation with its responsibility to the broader web ecosystem.
As one researcher put it: “Google still drives a huge amount of traffic. But the real question is: who’s rising with AI — and who’s getting left behind?”
