Is Google’s AI Mode Stealing Web Traffic? Here’s What You Need to Know!

What Exactly Are AI Overviews?

AI Overviews are Google’s way of summarizing answers right at the top of search results. Think of it as a TL;DR for the entire internet, generated by AI, sourced from multiple sites, and displayed before users scroll down.

• Introduced publicly in May 2024, AI Overviews have now appeared in over 35% of U.S. desktop searches.
• They’re designed to give users answers instantly, no click required.
• But that also means users may never reach the actual source.

This has given rise to what marketers are calling the "zero-click problem."

Zero-Click Searches Are on the Rise

According to sources gathered from multiple sources, zero-click searches are now nearing 70% of all Google queries. On average, almost 7 out of 10 users get their solutions without ever visiting a website.

It is not so good thing to know for the relying on organic traffic. Websites, publishers, and eCommerce brands are seeing significant drops in click-through rates (CTR) when AI Overviews appear on the page.

A few numbers to consider:

• News publishers have reported CTR drops between 30%–70%.
• The Mail Online reported a 56% decrease in desktop traffic when AI Overviews were present.
• Some niche sites have lost half their organic traffic in a matter of months.

Then Comes Google’s “AI Mode”

Launched for Google One AI Premium users in early 2025, AI Mode turns Google Search into a chatbot experience. It answers multi-step queries in a conversational way—without the user needing to scroll, click, or dive into traditional results. It’s powered by Gemini 2.0, Google’s upgraded large language model. While convenient for users, AI Mode may further shrink opportunities for websites to get discovered, especially for top-funnel content like guides, FAQs, or tutorials.

Why Marketers Are Concerned

For content creators, SEO specialists, and digital brands, this is more than just a UX update. It’s a paradigm shift.

Key concerns include:

• Less visibility for high-ranking pages.
• Content used without permission or traffic credit.
• Reduced ad revenue and affiliate earnings.
• A growing dependence on non-click metrics like impressions or brand mentions.

And the most frustrating part? There’s no way to opt out of AI Overviews, and attribution often isn’t prominent enough to drive traffic back.

Legal and Industry Backlash

Google’s changes haven’t gone unnoticed. European publishers recently filed a formal antitrust complaint against the company, claiming its AI features violate fair competition and harm publishers’ ability to monetize content.

In the U.S., several lawsuits are brewing over unauthorized scraping of content used to train Google's AI models. Even Reddit and The New York Times are pushing back. The publishing world is essentially saying: “If Google takes our content, it should send users back or at least compensate us.”

What Digital Marketers Should Do

Despite the all the obvious reasons, there is no need to panic. It’s a sign to adapt, expand, and optimize.

Here are some proactive steps:

1. Optimize for Featured and AI Snippets
Write with the summary box in mind. Answer questions clearly in the first 100 words. Use headers, lists, and FAQs.
Pro Tip: Use structured data (like FAQPage and HowTo) to help Google extract clean snippets.

2. Create “Beyond-the-Snippet” Content
AI Overviews give basic answers. But humans still need depth. Create content that:

• Offers opinions
• Includes proprietary data
• Uses storytelling or original visuals

3. Double Down on Brand Visibility
If users don’t click, make sure they still see and remember your name. Build topical authority and recognizable formatting so your brand shines—even in a one-line citation.

4. Diversify Beyond Google
It’s time to treat Google as one of many traffic sources. Focus also on:

• YouTube SEO
• Email marketing
• Social platforms like LinkedIn, TikTok, and Pinterest
• Referral traffic and partnerships

5. Track the Right Metrics
Don’t obsess over traffic drops alone. Monitor:

• Dwell time and scroll depth
• Conversions from branded search
• Engagement on long-form or gated content

Ironically, the best way to stay competitive in the AI age is to use AI.

Leverage tools like:

• ChatGPT, Jasper, or Notion AI for content drafts
• Surfer SEO or Clearscope for keyword optimization
• Perplexity.ai and Poe to understand how AI aggregates info in your niche

Wrapping Up: Not a Threat: A Wake-Up Call

Yes, Google’s AI in search optimization features are changing the search game. But it’s not the end of SEO or content marketing. It is actually a beginning of a more strategic era, where content needs to be faster, and more human than ever. The digital marketers who adjust first will not only survive, they’ll dominate the AI-powered SERP.