'I use AI, but I don't want AI making my choices': Tom's Guide readers sound off on Google AI search

Publishers are losing Google traffic as AI answers replace links

Google Search traffic to publishers collapsed 34% year-over-year, with small publishers losing 60% of total referrals, as AI increasingly answers queries on platform. The shift demands GEO (AI optimization) instead of SEO; publishers must reshape content for LLM distribution and prepare for agent-driven discovery.