Google AI Search: Web Apocalypse?

Google states a new AI tool will revitalize the internet. Others foresee an apocalypse for websites. Online history is nearing its end, entering the "machine web".

The web relies on websites providing content to search engines like Google. Google Search then directs users to these sites, where they may view ads or make purchases. This is how many sites generate revenue. An estimated 68% of internet activity starts on search engines, with about 90% occurring on Google. If the internet were a garden, Google would be its sun.

This system has been in place for decades, but a change has led some to believe it's collapsing. A new AI tool is coming to Google Search which may be useful. However, critics predict it could have major consequences for the internet, potentially reducing quality information and causing job losses. Optimists believe it could enhance the web's business model and improve content discovery. Regardless, digital experiences may change.

On 20 May 2025, Google's CEO Sundar Pichai introduced an all-new AI Mode at the company's developer conference. This followed the launch of AI Overviews a year prior. Pichai stated AI Mode is a complete reimagining of Search.

AI Mode differs from AI Overviews in that it replaces traditional search results. A chatbot creates a short article to answer questions. AI Mode is rolling out in the US as a button on the search engine and app. Google's head of Search, Liz Reid, called it the future of Google Search.

The Problem with AI Mode

Critics worry AI Overviews already reduces traffic to the internet, and AI Mode could worsen this. This could harm the business model that has supported digital content for nearly 30 years. Lily Ray, vice president at Amsive, believes making AI Mode the default could devastate the internet, cutting revenue for publishers and discouraging content creators.

Google claims these concerns are overblown and that AI Mode will improve the web. A Google spokesperson stated they send billions of clicks to websites daily and connecting people to the web remains a priority. They believe AI Overviews and AI Mode enhance Search and create new content discovery opportunities.

Google and its critics agree the internet will change significantly, potentially marking the end of an era.

The Publisher's Perspective

The internet will persist, and social media is thriving. The change will affect how people find information online. The "open web" of independent websites is at risk. Experts told the BBC that AI Mode poses a threat to the digital economy. Barry Adams, founder of Polemic Digital, believes "decimation" is a more accurate term than "extinction" for what will happen to websites.

Google disagrees, stating AI Overviews have benefited the web and AI Mode will do the same. They claim these features send users to a greater diversity of websites and improve traffic quality. However, they haven't provided data to support this. Google has an AI guide for publishers but hasn't clarified how AI Overviews affect them. Google doesn't deny that these tools reduce the total traffic Search sends to the web.

Critics argue that while AI Overviews and AI Mode include links, users may not click them if AI provides the answer. Analyses suggest AI Overviews reduce traffic to websites by 30% to 70%, depending on the search. Some 60% of Google searches are now "zero-click". Experts anticipate AI Mode becoming the default, exacerbating these effects.

Adams expects clicks from Google's AI Mode to the web to halve, which could determine whether a publishing business survives. Gisele Navarro, managing editor of HouseFresh, says the sources of information available to users could become less diverse. She likens it to a librarian simply telling you about a book, rather than offering a library.

A Google spokesperson dismisses these predictions as unsound, citing various reasons for traffic loss and flawed data. Nick Fox, Google's senior vice president, stated the web is thriving, with content growing by 45% in the last two years, excluding spam, and people are still clicking through to the web.

Despite these assurances, some websites are struggling with AI. HouseFresh reported being affected by algorithm updates that redirected traffic to larger brands. Navarro says AI is compounding the damage, with impressions rising but clicks falling, correlating with AI Overviews. Data analysis firm BrightEdge reports AI Overviews have increased impressions by 49% but decreased clicks by 30%.

Navarro believes Google is destroying the open web, as users now get answers directly from AI.

The Machine Web

AI Mode's impact will be felt daily. We may be entering the "machine web," where websites are built for AI and chatbots summarize information. Demis Hassabis, head of Google DeepMind, believes publishers will feed content directly to AI models and some may not bother with websites for humans.

This would provide readily available answers but eliminate the opportunity for discovery. Pichai said user preference will determine the outcome. Matthew Prince, CEO of Cloudflare, anticipates a problem: robots don't click on ads. If AI is the audience, how do creators get paid?

One option is direct compensation. The New York Times licenses content to Amazon for its AI, and Google pays Reddit to train AI. However, these deals mostly benefit large websites. Tom Critchlow of Raptive doubts this model can sustain the web.

Adams expects a shift to social media if making money online becomes harder, as has already happened for Navarro at HouseFresh with a pivot to YouTube. Navarro notes that social media algorithms are fickle, forcing creators to prioritize showmanship over depth. The loss of autonomy means lower quality content. Microsoft is integrating AI into its Bing search engine, but Google's competitors have little market share and are also adding AI tools.

Dame Wendy Hall, a computer science professor, believes AI will change the dynamics, but the web will remain open. She suggests someone will find a new way to make money if Google proceeds this way.

What Users Want

AI Mode uses a "fan out method" to break down questions and perform multiple searches. Google claims this produces diverse sources and deeper answers, with follow-up questions possible. They state reactions to AI Overviews suggest AI Mode will be popular.

Pichai said AI Overviews have made people happier and increased search frequency. Google believes this improves Search and meets user needs. However, Danielle Coffey, president of News/Media Alliance, calls this theft, saying AI answers replace original content, generating revenue for Google without compensating creators.

Coffey says publishers have no choice, as internal documents show Google updated its rules to use content for AI automatically. Publishers can opt-out, but only by leaving search results entirely. Google says publishers have always controlled their content and can keep it out of AI Mode and AI Overviews.

Over the past year, US courts have found Google guilty of illegal monopolies in search and advertising. A breakup is possible, impacting Google's control. Google disagrees with the decisions and plans to appeal, arguing it faces immense competition. Apple's Eddy Cue noted a decline in Google searches in Safari, likely due to AI chatbots. Google claims to still see query growth, including from Apple devices. A survey found nearly 72% of Americans use AI tools instead of search engines.

Mike King, founder of iPullRank, believes searching oneself is more educational, but many feel they don't need it. King warns that AI may create filter bubbles by interpreting information. Research indicates AI chatbots act as echo chambers, reinforcing expected information.

There are concerns about the quality of AI answers. Some research suggests AI hallucinations are worsening. Pichai acknowledged hallucinations as an inherent feature, though Google is using traditional search to improve accuracy. Google states the accuracy of its AI search responses is on par with other Search features.

Despite efforts to fix errors, early issues persist. Computer scientists have coined the term "chat chambers" for the echo-chamber effect with misinformation. A Google spokesperson says its AI is designed to match interests without limiting web content.

While the machine web concerns many, Google envisions AI enhancing search, expanding questions, and creating new content discovery opportunities. Cory Doctorow, a technology advocate, would be worried if he still valued Google for finding or being found, seeing this as an opportunity for internet users to push for change.

Matthew Prince of Cloudflare plans to have Cloudflare and a group of publishers block AI crawlers unless tech companies pay for content. He hopes to force Silicon Valley to negotiate for data. Navarro feels nostalgic for what may be lost, recalling a Spanish language fan site she created for Queen, expressing a desire to believe this isn't the end.