In the world of tech, it’s rare to see a company say one thing and then do another without a good reason. For months, Google has maintained that its AI features, like AI Overviews and AI Mode, aren’t hurting web traffic. The message has been clear: “Search traffic is fine.” Yet, a closer look at the company’s new experiments and announcements tells a different story. While the public statements are reassuring, Google is quietly making significant link-focused changes to its AI Mode search experience. The goal seems to be to put links front and center.
Google Search’s AI Mode will show more links: tackling complaints about traffic loss
So, what’s happening behind the scenes? According to Robby Stein, Google Search‘s VP of Product, the company is actively “tinkering” with how and where links appear in its AI Mode. This isn’t just a simple tweak; it’s a strategic shift based on what Google has learned from its users. They’ve found that people are more likely to click links that are embedded within the AI responses. This is especially true when they have more context about what they’re clicking.
To that end, Google is rolling out several key changes. First, you’ll start seeing embedded link carousels in AI Mode on your desktop—with mobile support coming soon. These carousels will highlight multiple source links directly within the AI-generated answer. Additionally, Google is updating its models to improve how it shows inline links—those that are embedded directly in the text. The company is training the AI to understand exactly when and where a user is most likely to want to dig deeper or verify information. This should make the AI’s response a bridge to the web, rather than a final destination.
Google’s Web Guide expanding
Finally, Google is expanding its “Web Guide” experiment from its Labs to the main Search page. This feature uses AI to intelligently organize the most useful links, even for the trickiest queries. The change indicates that Google is listening to the concerns of publishers and users who want to find the original sources behind the AI summaries.
Still, Google maintains that overall traffic trends haven’t been affected by its AI tools. However, these actions speak louder than words. It’s a win for users who want more control and for publishers who want to be seen. In the end, it seems Google is trying to find a balance between the convenience of AI and the enduring value of human-created content. Let’s hope that the results are positive for both publishers and users.
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