Google’s introduction of AI Overviews is reshaping the online search experience.
Instead of showing users a list of links, Google now offers AI-generated summaries that compile information from multiple websites and display it directly at the top of the results page.
While it may seem like a time-saver for users, the impact on website owners is dramatic. Many report a massive drop in organic traffic, with decreases of up to 70% in certain sectors.
If users find answers without clicking through to websites, exposure declines — leading to lower ad revenue, fewer subscribers, and lost income for creators.
“Google is replacing the open web with a closed AI interface.”
— Rand Fishkin, Founder of SparkToro
This shift brings major consequences for content creators.
Traditional SEO strategies are losing effectiveness, resulting in reduced visibility.
As fewer users click through to websites, revenue from ads and sales also drops significantly.
At the same time, creators become increasingly dependent on large platforms like Google, making them more vulnerable to algorithm changes and external control.
Traffic Loss by Sector in %
Source: SparkToro / SimilarWeb
User Behavior After Google Search in %
Source: DataReport 2025
Three Actions to Take Now
Build Direct Channels – Focus on newsletters, communities, and memberships.
Deliver Unique Value – Share opinions, analysis, or exclusive content AI cannot replicate.
Diversify Traffic Sources – Invest in social media, podcasts, and video platforms.
Google’s AI Overviews mark more than just an update — they represent a fundamental shift in how the web works.
When users no longer visit websites but consume answers directly from Google, the open internet weakens.
For content creators, the time to adapt is now: build resilience, diversify, and offer something AI cannot replicate.