Answering Without Referring: How AI Search Rewrites the Web's Economic Bargain

Generative AI is being increasingly integrated into web search for the convenience it provides users. In this work, we aim to understand how generative AI disrupts web search by retrieving and presenting the information and sources differently from traditional search engines. We introduce a public benchmark dataset of 11,500 user queries to support our study and future research of generative search. We compare the search results returned by Google's search engine, the accompanying AI Overview (AIO), and Gemini Flash 2.5 for each query. We have made several key findings. First, we find that for 51.5% of representative, real-user queries, AIOs are generated, and are displayed above the organic search results. Controversial questions frequently result in an AIO. Second, we show that the retrieved sources are substantially different for each search engine (<0.2 average Jaccard similarity). Traditional Google search is significantly more likely to retrieve information from popular or institutional websites in government or education, while generative search engines are significantly more likely to retrieve Google-owned content. Third, we observe that websites that block Google's AI crawler are significantly less likely to be retrieved by AIOs, despite having access to the content. Finally, AIOs are less consistent when processing two runs of the same query, and are less robust to minor query edits. Our findings have important implications for understanding how generative search impacts website visibility, the effectiveness of generative engine optimization techniques, and the information users receive. We call for revenue frameworks to foster a sustainable and mutually beneficial ecosystem for publishers and generative search providers.

Search engines traditionally complement online content platforms by directing users seeking information to external websites. The emergence of generative AI search tools that summarize answers directly on the results page may disrupt this relationship by making visits to source platforms optional. We study this question using Google AI Overviews and Reddit, one of the largest online discussion platforms. Our identification exploits Google's content moderation policy: Safe-for-Work (SFW) Reddit communities are indexed by Google organic search and surfaced in Google AI Overviews, while Not-Safe-for-Work (NSFW) communities, though indexed by organic search, are prohibited from being referenced in AI Overview summaries. Using a difference-in-differences design, we find that AI Overviews increase engagement in SFW communities: daily comments rise by 12.0 percent and the number of commenting users by 12.4 percent relative to NSFW communities. The effects are concentrated in experience-based discussions (opinions, advice, and personal experiences) rather than fact-based information. However, the subsequent introduction of Google AI Mode, which allows users to interact conversationally with the AI summary, largely eliminates these gains in experience-based content. These results suggest that the effects of AI search depend critically on interface design and types of content.

Large language model (LLM) "answer engines" such as ChatGPT now send measurable referral traffic to the open web, and a practice analogous to search engine optimization, here called Answer Engine Optimization (AEO), has emerged. Public AEO success stories typically quote large raw growth multiples, but raw referral growth is confounded by the rapid platform-level growth of the answer engines themselves. We report a longitudinal field study on a single high-traffic domain (glasp.co) whose corpus of hundreds of thousands of YouTube question-and-answer pages received a defined bundle of AEO interventions in January 2026 (detailed in Section 4). Because the interventions were concentrated on one subset of the site, the untreated remainder of the same domain acts as a contemporaneous control that absorbs the platform tailwind. Using first-party analytics and server logs rather than probabilistic third-party estimators, we find: (1) raw growth is dominated by the platform tailwind: on monthly aggregates total ChatGPT referrals grew 5.7x while untreated pages on the same domain grew 3.5x over the same window; (2) an interrupted time-series model on the weekly treated/control ratio estimates a discrete, intervention-aligned level increase of 1.82x (95% CI 1.31-2.54, HAC p=0.001), robust across engagement-filtered traffic (2.27x) and alternative specifications; (3) however, a conservative placebo-in-time permutation test yields p=0.16, so the effect is suggestive, not conclusive, given a short and noisy pre-period; and (4) Google organic clicks to treated pages did not fall beyond the ambient site-wide trend and indexation was preserved, consistent with the SEO-protection rule. The methodological message, separating treatment from platform tailwind with an on-domain control, matters more than any single multiple, and implies that headline AEO multiples substantially overstate causal effect.