Google’s AI Search Features Maintain Stable Traffic Levels
Google has affirmed that its AI search features are not diminishing website traffic, countering recent claims to the contrary. In a blog post dated August 6, 2025, Liz Reid, head of Google Search, stated that click volume has remained “relatively stable” compared to the previous year, although the impact varies among different types of websites, reports 24brussels.
Reid’s assertion comes shortly after a report from Pew Research indicating that users are “less likely” to click on links when presented with an AI Overview, a summary generated by Google that appears at the top of search results. Reid contends that Google’s own data contradicts these third-party findings, which she describes as founded on “flawed methodologies.”
Recent developments in Google Search have sent shockwaves through the digital media landscape. A Wall Street Journal report highlighted that outlets such as Business Insider, The Washington Post, and HuffPost have experienced declines in traffic since the advent of AI systems like ChatGPT and Copilot, prompting some publishers to resort to staff layoffs. Moreover, modifications to Google’s algorithms have hindered independent sites’ visibility in search results.
Reid noted that shifting search patterns have led to “decreased traffic to some sites and increased traffic to others,” benefiting platforms with user-generated content like forums, videos, and podcasts. Users tend to gravitate towards sites offering comprehensive reviews and in-depth analyses. “We continue to send billions of clicks to websites every day and believe that Search’s value exchange with the web remains strong,” Reid emphasized.
Furthermore, Reid suggested that while AI Overviews might lead to fewer clicks on citations, those who do click tend to spend more time on the website, indicating a deeper engagement. “An AI response might provide a brief overview, but people click to dive deeper,” she explained, suggesting that such interactions yield more valuable insights for users.
Recently, Google launched its AI Mode search feature across the U.S., raising additional concerns among digital publishers. Despite the immediate effects on traffic and engagement, Google is exploring further innovations in search, including testing an AI-curated search results page.
