Google AI Search is winning — and it's taking traffic from everyone

Google's AI Search has gone from experiment to default for a lot of people. The new numbers show the thing is eating into the kind of traffic that used to go to search results and the sites behind them.

The piece doesn't just say Google is doing well — it shows the shift is real and happening fast. Pages that used to get a click from a search result are now getting answered directly in the SERP. That's a structural change, not a bump.

Why this matters for us: when Google answers questions directly, the websites that used to get our clicks start to starve. The sites we link to — the ones our tías and primos actually trust — need to adapt or get buried.