Pichai on 'Google Zero': Google will reflect quality content; traffic decline 'natural'

Pichai said he is not in a position to tell publishers how to run their businesses, and that if they build high-quality content people like, he expects Google to reflect that in its products. He argued the information ecosystem extends well beyond Google, with audiences shifting to podcasts, user-generated content and conversational AI.

He described declining traffic as natural evolution, saying low-quality clicks are being filtered out, and said Google has added more links to its AI features over the past year.