Google’s AI features, particularly those integrated into Search Generative Experience (SGE) and AI Overviews, can alter how Australians find information and, consequently, website traffic patterns, as of December 2025. The core mechanism is providing direct answers within the Google Search results page, potentially reducing the need for users to click through to websites.

Currently, SGE in Australia, available to opted-in users, utilises models like Gemini to synthesise information from multiple sources and present it in a conversational format. AI Overviews, now including more visual and structured responses, are appearing for a growing number of search queries. These overviews often feature key facts, summaries, and even shopping options directly within the search results. Google has confirmed plans to expand AI-powered features in 2026, including more personalised experiences and integration with other Google services like Maps and Shopping. The impact on traffic varies significantly by query type; informational searches are more susceptible to reduced click-throughs than transactional searches. Google’s data indicates that, as of December 2025, approximately 18% of Australian SGE users report needing to visit a website less often after using the feature. Compliance with Australia’s privacy laws is a key consideration for Google in the rollout of these features.

Essentially, Google AI functions by attempting to directly fulfil user intent within the search results page, potentially decreasing reliance on traditional website visits.