Google’s AI Overviews, a feature designed to provide quick, summarized answers to search queries, are reportedly having a significant negative impact on the accessibility and usability of the web, according to a recent study by the Pew Research Center. The findings suggest that these AI-generated summaries may be inadvertently suppressing organic search traffic, making it harder for users to discover a wide range of information and potentially harming content creators and publishers.
The Pew study, published on July 22, 2025, indicates that the prominence and nature of AI Overviews could be leading users to bypass traditional search result listings. When users receive a direct, seemingly comprehensive answer at the top of the search page, they may have less incentive to click through to individual websites. This can have several consequences. For users, it might mean a narrower exposure to diverse perspectives and in-depth information that could be found on various websites. For publishers and content creators, a decline in click-through rates can translate to reduced website traffic, which impacts advertising revenue, readership, and the overall sustainability of their online presence.
This concern is not entirely new. Since the rollout of AI Overviews, there have been anecdotal reports and growing apprehension within the online community about their potential to disrupt established search patterns. The Pew study lends a more formal and data-driven perspective to these worries, suggesting a systemic issue rather than isolated incidents.
The implications of this trend are far-reaching. The open web thrives on the discoverability of information and the ability for users to explore a variety of sources. If AI Overviews become the primary gateway to information, potentially filtering or prioritizing certain types of content over others, it could fundamentally alter how people access knowledge and engage with the digital world. Furthermore, the economic model for many online publishers relies heavily on search engine referrals. A significant reduction in this traffic could lead to a less vibrant and diverse internet ecosystem, with fewer resources dedicated to creating high-quality, original content.
While Google’s intention with AI Overviews is to improve user experience by offering faster, more direct answers, the study highlights a critical trade-off. The challenge lies in balancing the convenience of AI-generated summaries with the preservation of the open web’s structure and the livelihoods of those who contribute to it. This research serves as an important reminder of the delicate ecosystem of online information and the need for careful consideration of how new technologies influence user behavior and the discoverability of content. The findings from the Pew Research Center are likely to prompt further discussion and potentially drive adjustments in how AI is integrated into search engines moving forward, with a focus on ensuring the continued health and accessibility of the internet for all.
Google AI Overviews are killing the web, Pew study shows (aga in)
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