Google Search has long been a significant driver of traffic to websites, accounting for about 20% of online traffic according to Semrush. For certain platforms, such as Wikipedia and Tripadvisor, this figure reaches as high as 63% and 58%, respectively. However, the emergence of AI search tools is beginning to change this landscape, with Similarweb reporting that AI engines have begun to restore just 10% of the referrals lost by traditional search platforms.
New AI tools, including ChatGPT and Google’s own Gemini, are increasingly being used instead of conventional search engines, significantly impacting how users access information on both mobile and desktop platforms. In this scenario, Google has introduced AI features like the AI Overview, which provides a summary at the top of certain search results. While this approach may streamline the search experience, it also leads to decreased traffic for many websites, as users may not click through to external links.
Data shows that search results utilizing AI Overview lead to clicks on external websites only 23% of the time, compared to 36% for traditional results. This trend has alarmed many companies, with even reputable sites like Business Insider reporting substantial staff cuts due to falling traffic, which they link to uncontrollable external factors. Chegg, an educational platform, has voiced similar concerns, attributing its decreasing numbers to Google’s AI Overviews and its alleged unfair competition.
Chegg’s CEO has stated that without these changes, the company would not be reviewing potential sales. Despite the concerns surrounding AI, public awareness of its utility is gradually increasing. Between December and March, ChatGPT’s active users surged from 300 million to 500 million.
As Google races to enhance its AI offerings with Gemini, the future of its search engine, and indeed its substantial quarterly revenue, remains uncertain.