Google claims its AI does not harm website traffic

• The volume of clicks from Google remains stable, unaffected by AI.
• Users increasingly prefer authentic content.
• Some publications report a decrease in traffic due to changes in algorithms.

This is reported by Ars Technica, The Verge.

Google denies claims that its artificial intelligence (AI) functions negatively impact website traffic. In a blog post published on September 6, 2025, Google Search chief Liz Reid noted that the volume of clicks from the search system remains "relatively stable" compared to last year. However, some types of websites receive more clicks than others.

This statement came in response to a recent Pew Research report, which showed that users are less inclined to click on links when Google provides AI-generated summaries in search results. Reid asserts that Google's insights supercede data from external studies, which often rely on "non-standard methods."

Changes in Google's algorithms have already sparked concern in the media industry. Some publications, such as Business Insider and The Washington Post, have linked reduced traffic to changes in search queries. Reid indicated that users are increasingly turning to "authentic voices" and content created on forums, which positively influences them.

She also noted that while some users may not click on links in AI-generated summaries, those who do might stay on the site longer to learn more about the topic. According to her words, "AI responses can provide a general overview, but people click to deepen their knowledge."

Following the changes, Google continues to see an increase in search query volume and revenue. However, not all websites benefit equally from this increase, and their traffic may remain stagnant, regardless of the increased metrics.

Tags: Technology/AI