Google CEO: AI Search Driving More Website Traffic
Google CEO Sundar Pichai recently stated that AI-powered search features are sending more traffic to a wider range of websites. In an interview, Pichai emphasized Google's commitment to the web ecosystem and predicted continued traffic growth through AI search. However, the interviewer challenged these claims, citing concerns from merchants and publishers.
AI Agents and E-commerce Disruption
The rise of AI agents in e-commerce presents both opportunities and challenges. These agents research and make purchase decisions on behalf of consumers, potentially streamlining the buying process. However, some merchants worry about losing valuable customer relationship opportunities, such as email subscriptions, upselling, and product reviews.
Pichai compared the role of AI agents to credit card companies, suggesting merchants will adapt to this new intermediary. He envisions various models, including subscription-based agents with revenue sharing. He believes increased user experience and reduced friction will ultimately drive adoption.
“If you’re removing friction and improving user experience, it’s tough to bet against those in the long run,” Pichai explained. “Somebody’s going to want to participate in it and grow their business.”
Web Ecosystem Growth and AI-Generated Content
Addressing concerns about the impact of AI search on the web ecosystem, Pichai claimed the number of indexed web pages has grown 45% in the past two years. He attributed this growth to increased content creation across various platforms, including video. When questioned about the role of AI-generated content in this growth, Pichai acknowledged Google's ability to detect and assess the quality of such content.
“When we look at the number of pages available to us, that number has gone up by 45% in the last two years alone,” Pichai stated. “That’s a staggering thing to think about.”
Search Traffic and Referral Patterns
Responding to concerns about declining website traffic, Pichai reiterated Google's commitment to driving users to a broad range of websites. He asserted that AI search provides more context and increases the breadth of referrals.
“AI mode is going to have sources… We’re very committed… part of why people come to Google is to experience that breadth of the web,” Pichai said. “I expect that to be true with AI Mode as well.”
The interviewer remained skeptical, noting the widespread concern among website owners. Pichai acknowledged the ongoing debate about value exchange but emphasized Google's unparalleled role in driving web traffic.
Watch the full interview with Sundar Pichai here:
