Nick Fox states Google's AI features now send billions of clicks to websites every week.

Nick Fox, the SVP of Knowledge and Information at Google, reported that the company's AI features in Search now send billions of clicks to websites every week. This data addresses concerns that AI-powered search might reduce the amount of traffic directed to external websites. Fox noted that while Google continues to send billions of clicks to the web daily through traditional search, the AI features were specifically designed to connect users to original sources. Despite these figures, many publishers are experiencing a "human traffic decline" of nearly 40 percent as Google's Gemini integration provides conversational answers directly on the results page. This trend, often called "Google Zero," occurs because the AI scrapes information from websites, sometimes allowing users to find answers without clicking through to the source. To mitigate this, the administration of Google has introduced features like website previews and preferred sources. While some third-party studies suggest search traffic may halve by 2027, Nick Fox maintains that users are using Google Search more than ever.

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