Google AI Search is under fire as independent website owners and publishers report dramatic drops in web traffic following the rollout of AI-generated search answers and algorithm changes. According to a new Bloomberg report, many content creators feel “betrayed” by the tech giant’s pivot, which they say is favoring AI over original content.
The report includes interviews with 25 publishers and digital media insiders, many of whom say their once-thriving businesses are now in jeopardy. As Google’s search engine leans more into AI Overviews—its system for providing quick, generated answers—publishers are seeing fewer clicks and less visibility.
“We created the content. Google used to reward us with traffic. Now it just uses our content to feed its AI,” one publisher told Bloomberg.
Dangerous and Inaccurate Google AI Search Results?
While Google defends its AI systems, some website owners point out that these AI-generated answers can be dangerously wrong.
Morgan McBride, who runs a DIY home improvement website, shared examples of Google’s AI recommending nonexistent products or unsafe instructions to users. These kinds of errors, she says, expose a deeper issue with relying on generative AI as a replacement for expert content.
Despite growing criticism, Google claims there’s no clear evidence that AI Overviews are harming website traffic. A spokesperson argued that traffic shifts could be caused by seasonal factors, evolving user behavior, or routine algorithm updates.
SEO in the Age of AI
This upheaval highlights a major shift in SEO strategy: optimizing for AI-driven search is now critical. Traditional keyword-based optimization isn’t enough.
“AI overviews showcase the full user experience,” said Ben Poulton, founder of SEO agency Intellar. “That means adding FAQs, customer reviews, return policies—everything that answers a query holistically.”
In other words, your site needs to answer not just what users are searching for, but also why they’re searching and how they want the answer delivered.
The Future of Content in Google’s AI World
Experts warn that if Google continues to prioritize AI-generated content over publisher links, the overall quality of information on the web could decline. If publishers can’t survive, there won’t be quality content to train or inform AI models in the future.
This creates a dangerous loop: AI draws from content creators, but if those creators disappear, what happens to the accuracy and depth of AI responses?
With the rise of AI-powered search experiences, businesses must rethink digital content strategies—focusing on quality, intent, and experience design—to stay visible in a world where clicks aren’t guaranteed.
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