Is Google's Discovery Role Weakening in a No-Click World?

The headlines say Google is collapsing as AI assistants like ChatGPT and Gemini take over. Our tests suggest the truth is more complicated.

Assistants increasingly pre-allocate answers. Brands appear — or vanish — without a click. Google still mediates discovery, but often invisibly. Traffic stability can be misleading. Boards risk assuming safety while competitors substitute inside assistant answers. The verdict: Google is not collapsing, but its power is being hollowed out from above.