Google AI Search is getting measurably better at answering questions. That is the problem.
Every metric used to evaluate search improvement, speed, relevance, zero-click satisfaction, is measured from the user's session. None of those metrics capture what happens to the web that feeds the model: less traffic, less revenue, less incentive to publish the original content AI summaries are built from.
The UX Collective piece frames this as a design accountability problem, not a business model complaint. That framing is why it is worth reading in full.
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