Remember when Googling something was as natural as breathing?
I've been tracking my own behavior lately — and I noticed something uncomfortable: I haven't typed a query into Google in three days. Not because I forgot it exists. Because ChatGPT, Claude, and Perplexity just... answered faster.
And I'm not alone.
A recent shift is happening at infrastructure level. OpenAI's search traffic is growing faster than any search engine in history. Meanwhile, Google's click-through rates are quietly dropping as AI Overviews eat the top of every SERP.
The real question isn't "is Google dying?"
It's: what happens to the open web when nobody clicks through anymore?
Publishers lose traffic → less incentive to produce original content
AI trains on that content → quality degrades over time
Users get worse answers → loop closes
Some call this the AI content collapse. Others call it evolution.
I write about this stuff at PublicTechNews.com — but I'm genuinely curious what developers think. You build for the web. Does this shift change how you think about SEO, discoverability, or even why you Publish
Drop your take below 👇