Numerous studies suggest that the rise of AI search features and AI chatbots is reducing traffic to publishers’ websites. However, Google disputes this claim, at least in aggregate. The company argues that total organic click volume from its search engine to websites has remained relatively stable year-over-year, with a slight increase in average click quality. Google attributes third-party reports of traffic declines to flawed methodologies or isolated examples, dismissing claims that AI features are the primary cause.
Google acknowledges that user behavior is shifting, leading to decreased traffic for some sites and increased traffic for others. Yet the company does not provide specific data on how many sites are affected. While AI chatbots like ChatGPT have seen growing traffic, this does not necessarily offset losses for online publishers.
For years, Google has been refining its search engine to provide direct answers on results pages, now enhanced by AI Overviews. The company denies that these changes are significantly altering the search landscape, instead pointing to users increasingly turning to forums, videos, podcasts, and other platforms for authentic perspectives.
This shift is not entirely new. In 2022, a Google executive noted that younger users often bypass Google Search and Maps in favor of platforms like TikTok and Instagram for recommendations. Similarly, Amazon has become a go-to for shopping searches, while Reddit has gained traction for research. Google has responded with various shopping features and even introduced a “forums” filter to improve search relevance.
Google’s latest blog post shifts focus from click volume to click quality, claiming users now engage more deeply with content after clicking through. The company also suggests that AI Overviews create more opportunities for publishers by displaying additional links. However, reports indicate that AI referrals, while growing, are not yet compensating for the decline in traditional search clicks.
One study found that news searches resulting in zero clicks to news websites rose from 56% in May 2024 to 69% in May 2025. Recognizing this trend, Google has introduced tools to help publishers monetize traffic through alternative methods like micropayments and newsletter sign-ups.
Despite Google’s reassurances, the broader narrative suggests that search traffic was already declining before AI became a major factor. The company’s insistence that AI is not the sole culprit may reflect an attempt to downplay the challenges publishers face in an evolving digital landscape.