Google: AI Redefines Online Search, Disrupts Publishers

The Rapid Rise of AI in Google Search

The integration of artificial intelligence into Google searches has accelerated dramatically, whether welcomed by users or not. In just one year, AI-generated responses, referred to as AI Overviews, have seen their share in searches increase from 15% to 43%. This significant change, reported by a recent study, profoundly alters the way internet users access and consume information online.

A Transformation of the Search Journey

According to an analysis conducted by Similarweb, a market intelligence company, what began as a simple layer of AI on Google search has now become a central element of the search journey. Google has incorporated users into the AI Overviews, allowing them to continue their searches through a more conversational AI mode. This evolution has resulted in an increase in AI mode visits, rising from 126 million in June 2025 to 279 million in May 2026.

Towards a New Era of Information Consumption

The data reveals a fundamental shift in how users conduct their web searches. We have moved from an era where Google provided a simple list of blue links to click on, to a time where Google itself becomes a destination, directly providing answers and information from the sites it indexes. This transformation seems to extend the time users spend on Google's platform. Indeed, the average search duration has increased, suggesting that users are now replacing their short keyword-based queries with longer, more natural questions suited for AI.

Publishers Facing an Unprecedented Challenge

This evolution is not without consequences for publishers, who are seeing their referral traffic decline due to the rise of AI citations that do not generate clicks. Similarweb had already highlighted this trend last year, noting its particularly devastating impact on news publishers. In response, Cloudflare, a technology infrastructure company, has launched tools allowing publishers to block AI bots unless they pay to access their content through its marketplace.

The Rise of AI Citations

Although AI citations do not always lead to clicks, their number has increased more than fivefold over the past year, according to Similarweb. However, in May 2026, only 6.8% of ChatGPT queries on desktop in the United States included citations, despite this increase. Certain industries, such as travel, retail, and sports, have nonetheless seen a higher frequency of cited responses.

Signs of Hope for Publishers

Despite these challenges, there are reasons for hope for publishers. Regarding ChatGPT, desktop references in the United States improved after a search update on May 7, with the proportion of visits to web pages doubling, rising from 25% in March 2026 to nearly 60% by May 30, 2026. This indicates that users are taking advantage of more visible blue links in AI-powered search results when available.

A Confirmed Trend

Even with these improvements, the overall trend of AI search remains unchanged. Google continues to transform from a mere gateway to the web into a destination in itself, thereby redefining the digital landscape.