Google built the gateway to the web, but AI may change who controls the traffic

Google's traditional search model, which connected users to external websites, is being reshaped by AI-powered features like AI Mode, which provide conversational answers directly. This shift has led to declining traffic for publishers and concerns about 'Google Zero,' a scenario where Google directs minimal traffic to external sites. While Google claims its AI still drives significant web traffic and supports the online ecosystem, publishers and regulators are pushing for greater transparency and control.