AI Inside Is AI Search Hurting The Open Web? With Google's Nick Fox
8 snips
Dec 15, 2025 
Nick Fox, Google's SVP of Knowledge and Information, dives into the evolving landscape of AI in search. He discusses the controversy surrounding publisher traffic and Google's commitment to supporting content creators through features like Preferred Sources. Fox explains how AI links differ from traditional blue links and shares insights on AI Mode's impressive growth to 75 million daily users. He emphasizes the importance of quality content and highlights challenges in emerging markets, offering a glimpse into the future of search and AI integration.
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AI Expands Search And The Web
- Google views AI in search as expansionary: it grows search and the web by enabling new queries and uses.
- Nick Fox argues that as users do more, the web's vibrancy and content creation increase.
Publisher Traffic Effects Are Mixed
- Traffic impacts vary widely by site and studies can be cherry-picked or mistime correlation.
- Nick Fox acknowledges some publishers struggle and emphasizes Google's empathy and focus on web health.
Use Preferred Sources To Boost Visibility
- Use Google's Preferred Sources to surface the sites users choose and boost visibility in AI story units.
- Publishers should encourage users to select their site to appear more prominently.