Is Google stealing traffic from website operators with AI?

With the increasing integration of AI-generated answers, Google is fundamentally changing the dynamics of online searches. More and more frequently, compact summaries are appearing above the classic results, which already provide many users with sufficient information without them having to visit an external website - which, however, provides the content for the summaries. What at first glance looks like a very practical development for users could become a problem for many website operators.

Economic risks for content providers such as news platforms, blogs or advice sites

Portals that are financed by advertising are particularly dependent on a constant number of visitors. News platforms, specialist blogs and advice sites live from users accessing their content and generating revenue through the time spent on the site and the display of advertisements. However, if more and more search queries are answered directly on Google, the much-needed traffic will fail to materialize. Initial evaluations already indicate that sites whose content can be easily summarized - such as classic knowledge articles or short informational articles - are particularly affected.

A new dependency is emerging

It remains to be seen how far-reaching the effects will be. But one thing is clear: by shifting information to its own platform, Google is moving more strongly than ever between users and content providers. For many websites, this means a new form of dependency in which visibility no longer automatically translates into reach. In the long term, the question arises as to whether existing business models that rely on organic traffic will remain viable.

Access to high-quality information soon only behind paywalls?

It is to be feared that high-quality journalism will increasingly have to retreat behind paywalls in order to protect content and secure financial resources through direct sales. This could significantly restrict free access to reliable information. This would be a significant disadvantage for many people, especially in times of growing information needs.

Is the use of website content really theft or legally permissible?

Is this really theft or just unattractive for the website operator? Are copyrights being infringed? That may have to be decided by the courts at some point. A regulatory review by the European Union would also be conceivable. If AI-generated answers systematically restrict access to traffic for third-party providers, this could fall under the regulations of the Digital Services Act (DSA) in the future. In this case, Google might have to create transparency or make adjustments to the presentation of content.