How Google’s AI Search is Rewriting the Rules of the Web

Google’s recent AI search changes, including AI Overviews and AI Mode, have completely changed how people find information online. 

In the past, websites shared their content freely so Google could index it, and in return, Google sent visitors to those sites, helping publishers earn money through ads or subscriptions. 

Now, with Google AI search giving instant answers instead of linking to websites, this system is breaking down, and many publishers are struggling.

Here is How Google’s AI Search is Rewriting the Rules of the Web:

1. Less Website Traffic from Google

For nearly 30 years, Google has been the main way people search the internet. It sends billions of clicks to websites every month, helping them make money through ads and sales. But with AI answers appearing instead of search links, fewer people are visiting websites.

Some publishers have seen 30–70% fewer visitors, and if AI Mode becomes the main way to search, that drop could get even worse.

2. AI Answers Reduce Exploration

Quick AI responses make search easier, but they also limit how people explore the web. Instead of clicking different links and discovering new sources, users now get one short answer from AI. This means less diversity in information and fewer chances to stumble upon interesting websites or communities.

AI also tends to favour big sources, which could spread misinformation if it pulls from biased or incomplete data.

3. Big Companies May Win, Small Creators May Lose

Large media companies can negotiate deals with AI firms, like Reddit, which gets paid $60 million a year for its data. These businesses may find ways to profit from AI. However, smaller bloggers, review sites, and independent writers depend on Google search for visitors.

Since AI answers don’t send users to websites, many of these smaller creators may struggle to survive financially. Some are switching to social media, but that comes with new challenges.

4. Websites Might Need to Adapt

As AI pulls information directly from sites, publishers may start writing their content in a way that AI can understand better. This could mean using more structured data, simple summaries, and clearer facts rather than long storytelling.

Some websites might change how they present content, using short Q&A sections, AI-friendly formatting, or direct content feeds.

5. Regulations and Publisher Action

Governments and publishers are starting to fight back. U.S. lawsuits claim Google has too much power over search and advertising, which could lead to changes in its AI system.

Some publishers want to block AI from using their content unless they get paid. European lawmakers are also working on AI rules to protect creators and ensure AI-generated content is transparent.

6. The Future of Online Content

Despite these challenges, some experts believe the open web will adapt, just like it did with past changes such as social media.

Content creators may shift to paid newsletters, podcasts, or exclusive communities to keep making money. Google’s AI shift raises a big question: Will free content still exist, or will websites start charging AI companies for access?