Google Search is becoming an answer engine.

For Nicholas Bouliane, a software developer who runs the site All About Berlin, the prospect of Google answering users’ questions directly feels close to an extinction-level event already.

Bouliane — a Canada-born resident of Berlin whose website helps newcomers navigate German bureaucracy and everyday life — told his followers on X in the aftermath of Google’s search announcements that his website visits are down 70%. “I had to divert significant effort from maintaining (All About Berlin) to making sure I’ll still have an income next year,” he told me.

Bouliane launched All About Berlin after moving to Germany several years ago and struggling to navigate the country’s bureaucracy himself. What began as a way to help other immigrants make sense of visas, paperwork and the like ended up growing into a full-time business built around detailed guides for settling into life in Germany.

At this point, though, he doesn’t feel like there’s much if anything he can do to counteract the Google Search changes.

“I’m starting a separate business, and I’ll maintain All About Berlin with the energy I have left,” he said. “In the end, I think Google broke the economics of putting out free information. The damage to the independent web is incalculable. I hope it was worth it for their shareholders.”

In practical terms, what Google has already started rolling out is its attempt to collapse searching, researching, summarizing and task execution into a single AI-driven experience. That future version of search is already taking shape on Google’s current homepage, where the once-simple search box is steadily evolving into a sprawling AI interface built for conversation, creation and task automation rather than just directing users to websites.

Google says its new AI-powered Search experience is already reaching more than a billion monthly users, with conversational “AI Mode” queries growing rapidly as people increasingly use Search for more complex tasks. According to Google Search head Liz Reid, the company sees this as evidence that users want Search to evolve from a simple directory of links into a more proactive AI assistant.

The search traffic era of the internet is ending.

For publishers, that raises the uncomfortable possibility that users may increasingly get what they need from Google without ever visiting the sites that produced the underlying information. In fact, according to Similarweb, almost 70% of search queries about the news no longer result in a click that takes the user out of Google and away to a website at all.

As former Washington Post writer and editor Karen Attiah sees it, “Google is about to kill everyone's website, basically.”

It should probably come as no surprise that Google CEO Sundar Pichai has pushed back on the idea that AI will eliminate the web’s link structure entirely, saying on the Hard Fork podcast that Search’s transformation is “a continuum” in which “sources and links will always be there as part of it.”

Some media executives, meanwhile, argue that the old search-driven publishing model was never especially durable to begin with.

Ben Smith, the editor-in-chief of Semafor, told me his company intentionally focused on direct audience relationships instead of building around search traffic. “We’ve built around a direct connection to a highest-common-denominator audience and so don’t anticipate being affected,” he said, “but obviously there will [be] deep shifts in the entire digital information space that grew up around search.”

To many publishers, Google’s AI Overviews feel uncomfortably close to a kind of IP heist: The company ingests their journalism, surfaces synthesized answers at the top of Search and increasingly cuts off the traffic that once compensated publishers for their work.

Penske Media — publisher of outlets including Rolling Stone, Variety and The Hollywood Reporter — sued Google in 2025, alleging that AI-generated search summaries unfairly siphon traffic and revenue away from publishers while using their journalism to power the results.

People Inc. CEO Neil Vogel noted recently that Google Search accounted for roughly 65% of People Inc.’s traffic three years ago but has since fallen to the high 20% range, even as the company’s overall audience and revenue have continued to grow. And as for Lynch and Conde Nast, his company has made growing subscriptions a top priority, since convincing customers to have a direct relationship with a brand is one of the only surefire ways to counter Google no longer sending those customers along.