Google is standing firm behind its enhanced search features while addressing worries about falling web traffic. In a recent blog post, Liz Reid, head of Google Search, reassured us that click volumes have stayed pretty steady over the past year—even as more people explore AI-generated summaries, called AI Overviews.
This comes in contrast to a Pew Research report suggesting that users might be less inclined to click on links when faced with these summaries. Reid pointed out that many external reports calling Google’s figures into question often lean on shaky research methods. Meanwhile, the introduction of AI into search has left its mark on the digital media landscape. Outlets such as Business Insider and HuffPost, for instance, have seen declining traffic, a trend partially linked to shifts in algorithms and the rising profile of tools like ChatGPT.
Not every platform is facing a downturn. Sites featuring forums, videos, podcasts, or unique content are actually enjoying higher engagement. As Reid put it, “We continue to send billions of clicks to websites daily and firmly believe that the value exchange between Search and the web remains strong.” Moreover, even if only a subset of users follows AI Overview citations, those who do tend to dive deeper into the content.
Looking ahead, Google plans to roll out AI Mode—a more interactive, chatbot-like search feature—across the US, with further AI-driven innovations in the pipeline. For anyone keeping a close watch on digital trends, these developments signal a continued commitment from Google to refine how we interact with search results.
