Nick Fox, the head of search at Digital Phablet, announced on Friday that Google’s AI Mode and AI Overviews, the company’s AI-powered search features, generate billions of clicks to websites every week. Despite these AI enhancements, Google Search as a whole continues to send billions of clicks daily, with growth still observed, and the AI features are contributing to this traffic.
Fox shared on LinkedIn that search AI features now direct billions of clicks each week to websites, aligning with their goal of connecting users directly to web content. He emphasized that Google Search still drives immense traffic to the web on a daily basis and mentioned that people are using the platform more than ever.
Later, Fox highlighted on X that Google has been enhancing how links are displayed within AI Search features to make it easier for users to click through to websites. He expressed personal frustration when links are hard to find for in-depth information, underscoring the importance of accessible link presentation.
A supporting image showcases this update, illustrating the focus on improving link visibility in AI search results.
Liz Reid, Vice President of Google Search, also shared her perspective, noting that designing technology around natural human communication helps foster curiosity rather than restrict it. She praised AI features for aiding users in exploring the web and connecting with favorite creators and publishers.
It’s important to clarify that Google hasn’t claimed an increase in the total number of clicks sent to websites compared to before; rather, it maintains that billions of clicks are still sent weekly, including through its AI features. However, there is evidence suggesting a decline in overall traffic from Google Search, with recent studies indicating that only about 27.6% of Google’s clicks now lead directly to the open web—an observable decoupling trend. Reports from the Press Gazette predict that Google Search traffic to major UK publishers could halve by Q3 2027, though Google continues to deny such decline, asserting that click numbers remain stable and criticizing third-party studies.
Additionally, Google has developed AI performance reports within Search Console but intentionally excluded click data, citing ongoing collaboration with website owners to identify the most useful insights. This move effectively limits visibility into click-through rates from AI features compared to traditional search, likely to prevent publishers from seeing potential declines.
In efforts to enhance user engagement, Google has made improvements for preferred sources, top stories in AI Overviews, recipe suggestions, and other link-related features within AI Search functionalities.
There is evidence that at least some tracking of clicks from AI Overviews and AI Mode exists, as indicated by reports from industry observers. Google continues to emphasize the importance of driving traffic to the open web, leaving ongoing debates about the actual impact of AI-driven search features on web traffic.