Source: Deeplinks
Google is using AI-generated summaries in search results to keep users on its platform rather than letting them click through to publishers. This marks a departure from Search's original design as a navigation layer. The pattern echoes AMP and knowledge panels: by positioning Google as the destination for answers, the company reduces referral traffic to competitors while increasing time spent in its ecosystem and reliance on its ad-supported model. Publishers lose direct audience relationships and data. Users get answers without context or alternative sources. Google's control over information discovery hardens.