Business
Google's AI search throws the net into chaos – Knowledge portals lose, commerce benefits
Google's new AI search is radically changing the internet—and creating winners and losers: While many knowledge portals are losing significant reach, retailers benefit from more targeted traffic.
Google's massive AI offensive is currently fundamentally changing the internet - with far-reaching consequences for entire industries. A recent analysis by Similarweb shows: Many websites have been losing significant reach for months because answers are now displayed directly in Google search - without users having to visit the actual pages.
Knowledge Portals and News Sites Under Pressure
The new search logic particularly affects knowledge and information providers. Health sites, travel portals, news platforms, and forums like Stack Overflow are experiencing partly dramatic declines according to the analysis. In the USA, traffic on some portals has dropped by up to 50%, while in Europe the declines have been more moderate but noticeably felt. The consequence: decreasing advertising revenue, less visibility, and a decline in new content as the effort is no longer economically viable for many operators.
AI responses change user behavior
The reason for the development is clear: Instead of presenting links to websites, Google's AI increasingly provides direct, concise answers in the search overview. Users no longer need to click to answer simple questions or gather information – and this is precisely what causes many portals to fall behind in traffic.
Retailers benefit from new momentum
While informational sites struggle, retailers benefit from the new dynamic. Retail chains like Media Markt report a significant increase in Google traffic. Notably: Users today come with a clearer purchase intent than before, as they search more specifically for products through AI summaries. Otto and Zalando are also adapting their strategies and investing more in their own apps and customer loyalty programs to become more independent from Google's algorithm.
Conclusion: Major Redistribution on the Net
Google's AI offensive shifts the balance of power on the internet. While traditional knowledge sites and news sites struggle for reach and business models, new opportunities open up for e-commerce companies. One thing is clear: anyone who wants to be successful online in the future must adapt to a search landscape where answers increasingly appear right on Google's results page without a click on the actual website.
