Google says its AI-powered search features are improving the web, but publishers strongly disagree, claiming it’s costing them massive traffic losses.

In a blog post on 6th August, Google defended its AI Overviews and AI Mode, stating that they encourage deeper searches and more valuable clicks. The company insists search traffic has remained stable year-over-year and that users now engage more meaningfully with content.

However, publishers argue otherwise. A July 2025 report by The Guardian revealed that media outlets are experiencing up to an 80% decrease in clickthroughs when links appear below AI-generated summaries. Another study by Authoritas found that websites ranking first in regular search can lose up to 79% of traffic when pushed beneath AI content.

The backlash has triggered legal action in the UK by tech accountability group Foxglove and others, accusing Google of creating a “walled garden” that profits from content without compensating creators. US publishers have also criticised Google, calling AI Mode a threat to revenue and urging regulators to step in.

Critics also note that Google did not obtain permission from publishers to use their content in AI summaries. Those who wish to opt out must remove their sites entirely from Google Search, with no way to exclude just the AI features.

Despite the backlash, Google stands by its approach, claiming that AI helps surface better content and continues to send billions of clicks to websites. It argues that AI isn’t replacing the web, but expanding it — and that creators who adapt to new user trends are seeing traffic gains.

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