Tech giant cites stable click volumes; publishers remain skeptical over long-term impact of AI-powered search

Google has pushed back against claims that its AI Overviews feature in Search is siphoning traffic from publishers, stating that click volumes to websites have remained “largely stable” since the feature’s rollout. The company addressed the growing debate this week after several media outlets and industry groups voiced concerns about declining referral traffic from Google Search.

The controversy centers on AI Overviews—a feature introduced earlier this year that uses Google’s generative AI models to produce concise, conversational summaries of search queries directly on the results page. While Google maintains the tool is designed to improve user experience by offering quick, context-rich answers, publishers argue it risks reducing the need for users to click through to source websites.

Google’s Position: AI Is Complementary, Not Competitive

In a statement reported by multiple outlets, Google said it had “not seen a material change” in outbound traffic volumes to publishers since AI Overviews became available to users in multiple markets. The company emphasized that links within AI-generated summaries direct users to relevant publishers, and that AI Overviews are designed to complement—not replace—click-through behavior.

Liz Reid, Google’s head of Search, noted that in many cases, AI Overviews have increased user engagement with source material. “When we include links in Overviews, users are more likely to click them than links in traditional snippets for certain queries,” Reid said.

Google also stressed that the quality of traffic—measured by time spent on site and engagement metrics—remains consistent, countering claims that AI-generated answers are diverting high-value visits away from publishers.

Publisher Pushback and Industry Anxiety

Despite Google’s assurances, skepticism remains strong among digital publishers, particularly news organizations that rely heavily on search-driven traffic. Industry advocates point out that while overall click volumes may appear stable in aggregate, the distribution of that traffic could shift dramatically over time.

Several publishers have reported early declines in long-tail search traffic—searches for niche or specific topics—since AI Overviews became prominent in results. These searches have traditionally driven highly engaged audiences to specialist content, and some fear AI summaries could capture that audience before they reach publisher sites.

Media trade bodies in the United States and Europe have also raised competition and revenue concerns, warning that AI Overviews could further consolidate Google’s control over the flow of online information.

Balancing User Needs and Publisher Sustainability

The debate highlights a longstanding tension in the search ecosystem: the balance between user convenience and the sustainability of the content ecosystem that search engines depend on. Critics argue that while AI-generated summaries can be helpful for users, they may ultimately reduce incentives for publishers to invest in original reporting if traffic—and by extension, advertising revenue—declines.

Google has responded by reaffirming its commitment to the open web and stressing that publishers remain a critical part of its search product. The company says it is working with content creators and industry representatives to monitor traffic patterns and ensure that AI Overviews continue to benefit both users and publishers.

Regulatory Backdrop

The dispute comes at a time when regulators in multiple jurisdictions are examining the competitive dynamics of AI in search. In the European Union, the Digital Markets Act (DMA) requires gatekeeper platforms like Google to maintain fair relationships with third-party services, while in the United States, lawmakers have been exploring potential updates to antitrust rules in the context of AI-driven platforms.

Some policy analysts suggest that the AI Overview debate could become a test case for how these regulations are applied, particularly if publishers can demonstrate that the feature significantly impacts their reach and revenue.

Future Implications

For now, the available data suggests that the impact of AI Overviews on traffic is complex and uneven. Large publishers with strong brand recognition may see stable or even increased referral volumes, while smaller or niche outlets could be more vulnerable to traffic shifts.

Google has pledged to continue publishing guidance for publishers on optimizing content for AI-assisted search and has not ruled out adjustments to how Overviews surface links. However, industry observers note that as generative AI becomes more integrated into search, the underlying economics of web traffic could change in ways that are difficult to reverse.

Whether AI Overviews prove to be a genuine driver of engagement or a slow erosion of publisher influence will likely become clearer over the coming year, as more data emerges and user habits evolve.