Google is transitioning to AI-generated responses for search queries in an effort to retain users on its platform. This change has sparked worries about the dependability of AI-generated information and its potential effects on web traffic.

Google has long served as the internet’s gatekeeper, directing users to external websites that provide the answers they seek. However, this dynamic has shifted. More often, Google now attempts to answer queries directly within its own platform, eliminating the need for users to visit other sites. The company is now amplifying this approach by incorporating AI-generated responses, which are set to become the standard for all search queries in the near future.

One issue with this strategy is that generative AI engines can produce inaccurate information. A more fundamental concern for both Google and the broader internet is that if Google provides all the answers directly on its site, users may have little reason to visit other websites.

Individuals who rely on publishing content online have long been alarmed by this potential future. However, there is also a risk for Google: if people stop creating and sharing content on the internet, what sources will Google use to generate its answers?

The Atlantic’s Charlie Warzel raises these concerns and admits that there might not be a solution. It may seem that Google is equally uncertain, as evidenced by the vague and ambiguous responses from the company, including those from CEO Sundar Pichai, regarding these issues.

One question that often goes unaddressed in these discussions is whether Google needs to continue directing traffic to websites. After all, the company’s $2 trillion valuation is largely driven by revenue from sponsored links. This situation is poised to become complicated for Google, web publishers, and everyone else involved.