Alphabet and Google CEO Sundar Pichai acknowledges that we’re in a period of significant disruption for the web. Despite his belief that Google AI Overviews and Search will enhance traffic and engagement, many content creators remain unsettled by recent changes affecting their websites.

In a recent interview, Pichai addressed worries about Google’s impact on websites and businesses and shared his perspective on the future of Search, content, and the web. He referred to this period as “disruptive moments,” comparing it to past transitions like moving from desktop to mobile and the introduction of featured snippets.

Pichai stated, “I remain optimistic… We understand the value of a rich ecosystem. If unique and useful content is missing, what are we organizing and presenting? We do feel the impact. AI represents a significant platform shift, and I’m not surprised by the concerns. We’re engaging with many players, both directly and indirectly, and I remain hopeful.”

When asked about specific sites like HouseFresh and Retro Dodo, which reported over a 90% drop in Google traffic, Pichai said:

“It’s challenging to address individual cases. Ultimately, we aim to meet user expectations, and users determine what they find valuable. Trends can be complex, much like a restaurant experiencing a drop in customers doesn’t mean the dining trend is failing.”

He acknowledged that traffic changes can be influenced by various factors, including competition, and noted that sometimes smaller sites benefit from such shifts.

On the topic of content creators, Pichai said:

“I understand the emotional impact on website owners and content creators. We strive to support the creator community, particularly with YouTube. I empathize with these feelings and believe that platforms supporting creators will eventually prevail.”

Regarding AI-generated content, Pichai emphasized the challenges of disruptive shifts and highlighted that Google’s search quality team is working to improve ranking systems for high-quality content.

He praised AI Overviews for driving increased Search usage and being a positive change, noting that users appreciate the added value and information they provide. However, he did not comment on whether Google would release data on AI Overview click-through rates and traffic.

Looking ahead, Pichai envisions a web that is richer and more interactive, with advanced modalities that enhance human information consumption.