Google Admits Open Web is in Decline Amid AI Debate

Google has admitted that the "open web is in rapid decline" despite arguing in favor of AI and stating that the web is thriving. The company's statement is contradictory to its previous claims, which suggested that AI was not causing traffic declines and that the web's health was more important than competition. Google's role in the open web is significant, but it appears that the company has acknowledged that something is amiss.

Google has acknowledged that the "open web is in rapid decline," a stark departure from its previous stance that AI was not causing traffic declines and that the web's health was more important than competition. This admission comes amidst growing concerns from publishers about the impact of Google's AI innovations on their traffic and revenue.

According to the Guardian, publishers have seen significant drops in traffic from search engines like Google, which accounts for over 90% of the search market. Features such as Google's AI Overviews, which summarize search results and often negate the need to click through to content, have led to a "Google zero" future where traffic referrals are drying up. For instance, the Daily Mail reported a 89% drop in click-through traffic due to AI Overviews [1].

Publishers are calling for transparency from Google, arguing that they are being forced to accept deals or risk losing their search results entirely. Additionally, concerns about AI's accuracy and bias persist, with instances of "hallucinations" and incorrect information being presented as fact [1].

Google has countered these claims, stating that overall traffic to all websites is relatively stable, but user trends are shifting, leading to decreased traffic to some sites and increased traffic to others [1]. However, critics argue that Google Discover, which has replaced search as the main source of traffic, does not deliver the quality traffic needed to drive publishers' long-term strategies [1].

Moreover, publishers are grappling with AI companies seeking to plunder their content to train large language models. The creative industry is lobbying the government to prevent AI firms from using copyright-protected work without permission, highlighting the threat to the £125bn sector [1].

Despite these challenges, publishers are implementing AI tools into newsrooms and creating their own query-answering tools. For example, The Washington Post and the Financial Times have launched AI-powered chatbots that source results only from their own content [1].

Google's admission of the open web's decline underscores the need for a balanced approach between technological advancements and the sustainability of publisher revenue. As the industry navigates this transformation, it will be crucial to ensure that the value of trusted news is preserved and that publishers can sustain their models in this evolving landscape.

References:
[1] https://www.theguardian.com/media/2025/sep/06/existential-crisis-google-use-ai-search-upended-web-publishers-models