AI Integration in Search Threatens the Open Web

The rapid integration of artificial intelligence (AI) into web services is fundamentally altering the digital landscape, posing significant challenges to the traditional open web and the content creators who sustain it.

As tech giants like Google embed AI functionalities that summarize or replace web content, user interactions with information are being transformed. This shift has led to notable reductions in web traffic for publishers, raising concerns about the sustainability of the open web ecosystem.

In May 2024, Google introduced "AI Overviews," AI-generated summaries displayed at the top of search results, providing direct answers to user queries. By October 2024, this feature had expanded to over 100 countries. In May 2025, Google unveiled "AI Mode," allowing users to interact with the search engine in a conversational manner to obtain expert-level answers.

Research indicates that AI-generated summaries have led to a reduction in organic web traffic by 15% to 25%. Approximately 60% of searches now conclude without users clicking through to another website, as AI summaries provide sufficient information directly on the search page.

In February 2025, educational technology company Chegg filed a lawsuit against Google, alleging that AI Overviews diverted user traffic, adversely affecting Chegg's revenues. Chegg claimed that Google's AI summaries retained traffic on Google, negatively impacting user acquisition and revenue. Chegg CEO Nathan Schultz stated, "Google forces companies like Chegg to supply our proprietary content in order to be included in Google's search function."

Google spokesperson José Castañeda responded, "With AI Overviews, people find Search more helpful and use it more, creating new opportunities for content to be discovered." He added that Google sends billions of clicks to sites across the web daily and that AI Overviews direct traffic to a greater diversity of sites.

The Browser Company halted development of its Arc browser, indicating a shift towards AI-driven interfaces. Additionally, OpenAI's acquisition of Jony Ive’s startup signals a move towards AI-driven device innovation.

The integration of AI into search and content delivery raises concerns about the future of the open web. As AI-generated summaries reduce the need for users to visit original websites, the traditional web model that supported independent publishers is at risk of becoming obsolete.

With reduced web traffic, content creators and publishers face declining ad revenues. This economic strain could lead to a decrease in the production of quality content, affecting the diversity and richness of information available online.

The use of AI to generate summaries from existing web content without explicit permission raises questions about copyright infringement and fair use. Content creators argue that AI overviews can reduce the number of clicks to original websites, leading to significant losses in ad revenue and visitor engagement.

The rapid integration of AI into web services is reshaping the digital landscape, presenting both opportunities and challenges. While AI offers enhanced user experiences and efficiencies, it also poses significant threats to the traditional open web model and content creators' livelihoods. As this transformation unfolds, stakeholders must navigate these challenges to ensure a balanced and sustainable digital ecosystem.