Kate Conger, writing in The New York Times, shows how Google’s AI Mode can include links to the open web while making them mostly irrelevant. The product gathers information from other sites, assembles an answer, and keeps the user inside Google. That goes beyond the earlier drop in publisher referrals linked to AI Overviews: Google is reconstructing the trip across the web inside its own interface.

Conger starts with Google co-founder Larry Page’s 2004 promise and the bargain that made Google powerful:

“We believe a well-functioning society should have abundant, free and unbiased access to high-quality information,” Mr. Page said.

Google fulfilled that responsibility by acting as a gateway to the internet. It answered people’s search queries with lists of hyperlinks, pushing users out to what is known as the “open web” — the millions of websites run by merchants, publishers, universities and others — for more information. In the ensuing decades, Google became one of the planet’s richest and most powerful companies by directing people to the vastness of the open web.

Now in the age of artificial intelligence, Google appears to be shrinking back from the open web — and may be imperiling it.

That enclosure is a product behavior, not a login requirement. Conger gives a simple example:

While someone might once have Googled a soccer player’s World Cup performance and clicked to a sports site or a social media thread for commentary, a bot now crawls the web for that information and returns the player’s statistics to the user, who stays on Google.

Google says it still sends billions of clicks and highlights links to the web. But those links now compete with an answer designed to remove the need for them. Conger ends with the contradiction:

In May, Vox Media, which owns The Verge and other publications, began selling some of its sites. Jim Bankoff, Vox Media’s chief executive, said the “decimation of search traffic” had influenced his decision to explore other ways of reaching readers, like a podcast network, and ultimately to sell about half of the company to James Murdoch. In June, The Verge and several other Vox Media websites were sold to Penske Media.

Google has often said it was “sending out more traffic and the web is bigger than ever,” Mr. Patel said. “And then right next to that is a bunch of publishers whose businesses are getting destroyed.”