Is Google about to destroy the web?

The internet is about to go through a big change. Google has introduced a new AI tool that may completely transform how we search online. Some people believe this tool will improve the internet. Others worry it might destroy the way websites work. What’s certain is that we are entering a new phase. A time when artificial intelligence will shape how we use the web. This change might bring more useful tools, but it could also take away some of the freedom and variety we enjoy today. The internet we know may soon be unrecognisable. 

The Old Deal Between Google and Websites 

For years, the internet ran on a simple exchange. Websites allowed Google to collect their content for free. In return, Google sent users to those websites, where people could see ads, buy products or services, and support creators. That’s how many websites made money. Almost 68% of online activity starts with search engines, and 90% of those searches happen on Google. This made Google the most powerful force on the web. 

The New AI Tool Changes Everything 

On 20 May 2025, Google’s CEO, Sundar Pichai, announced a new feature at its annual developer conference. The tool is called AI Mode. This new AI feature is much more advanced than the current AI Overviews that some users already see at the top of search results. AI Mode does not just highlight websites. It gives full answers written by a chatbot, based on information collected from across the internet. It replaces the traditional list of search results. Users in the US are already seeing it as an option. Google calls it the future of search. 

Website Owners Raise Concerns 

Some experts believe this new AI Mode could hurt websites badly. AI Overviews have already reduced the number of clicks going to other websites. AI Mode might make it even worse. If the AI gives users full answers, people may not click on any websites at all. This would mean fewer visitors for millions of websites. That would also mean less money from ads or sales. For many online businesses and content creators, this could be the end. Google says this fear is unnecessary and that the AI will actually help users find more diverse content. 

Google’s Side of the Story 

Google believes AI Mode will help people explore the web in better ways. A company spokesperson said they still send billions of clicks to websites every day and that connecting users to the web remains important. They claim the AI tool allows users to ask different types of questions and gives them better answers. According to Google, this creates more chances for content to be found. But critics say it’s hard to believe that when fewer people are clicking links. So far, Google has not provided solid data to prove their point. 

The Real Danger to the Open Web 

Even though the internet itself will continue, the way people find information is changing. Social media sites and big publishers with paywalls are doing fine. But the “open web”, a place filled with free, independent websites, might be at risk. In the past, people worried about the web’s future when smartphones, apps, and social media took over. But this time, AI could change everything faster and in a more permanent way. Many experts told the BBC that AI Mode is unlike anything seen before. 

The Fear of Fewer Clicks 

Data shows that AI tools like Overviews reduce the number of times users click on links. If users already get their answers, there’s no need to visit other websites. Studies suggest that click-through rates dropped between 30% and 70%, depending on the topic. In fact, 60% of all Google searches now end without a single click. SEO expert Barry Adams believes AI Mode will make this worse. He says the number of people going from Google to other websites could drop by half. This could mean the difference between staying in business and shutting down. 

How Does This Affect Users and Online Communities? 

This change is not just about money or traffic. It affects how we experience the internet. The web has always been a place to explore ideas, connect with communities, and find surprising content. Gisele Navarro, who manages a website that reviews air quality products, says this might disappear. She compares it to asking a librarian for a book and only hearing a summary. If AI gives you all the answers, you might never visit the actual websites where the knowledge comes from. 

Google’s Response to the Backlash 

Google insists that the web is doing well. Nick Fox, Google’s senior vice president, said in a podcast that no other company cares more about the internet’s future. He claims that the amount of good content online has grown by 45% in the last two years. He also says people still click links and that traffic from Search remains strong. But critics argue that Google hasn’t shown enough proof. Many studies suggest the opposite, that AI is slowly taking away visits from the websites that created the information in the first place. 

A Future Designed for Machines, Not People 

The biggest change may be how websites are built in the future. Instead of designing pages for people to read, creators might start writing mainly for AI systems to understand. This idea of the “machine web” is becoming more likely. Demis Hassabis, head of Google DeepMind, said that some publishers may even stop sharing content for humans and focus only on feeding AI models. In this world, AI chatbots would deliver most of the information users see and not the websites themselves. 

The Loss of Discovery and Curiosity 

This future may sound convenient. You get fast answers and clear summaries. There is no need to scroll. But we could also lose something important. The joy of falling into an internet rabbit hole. The fun of discovering new ideas by accident. Or the excitement of finding a fan-made site full of passion and knowledge. Gisele Navarro remembers building a website about the rock band Queen when she was just 10. She says the web used to be a place where anyone could add their voice. That spirit, she fears, may disappear. 

Some Want to Fight Back 

Some people aren’t waiting for change; they want to stop it. Matthew Prince of Cloudflare has suggested a new plan. He wants publishers to block AI from using their content unless tech companies pay for it. This could reset the rules and protect websites from losing everything. He hopes it will lead to a system where people get content for free, but AI bots have to pay to use it. Google has not responded to this proposal, but if it gains support, it could force tech giants to rethink how they use web content. 

What Comes Next for the Web? 

We don’t yet know what the internet will look like in a few years. AI Mode is clearly powerful, and many users may find it useful. Google says it offers better results and that users search more often when using AI. They believe this new tool is what people want. Whether that’s true or not, the way we explore the web is changing. We may be entering a time where summaries from machines replace human storytelling and creativity. 

Conclusion 

The internet has always evolved. It changed with the rise of social media, smartphones, and apps. Now, AI is pushing it into a new phase. Google’s AI Mode could offer faster and clearer answers, but it may also hurt the open and curious nature of the web. The next few years will show whether this shift helps people or silences them. What we do know is that we are at the start of a major change. One where we must decide how much we want machines to shape our digital world. 

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