Our digital communications team has been noticing something new, and it’s not entirely surprising.

With the rise of AI-generated answers in Google’s search results, we’re seeing fewer users clicking through to our website. The information is often surfaced directly in the results: summarized, contextualized, and presented before a user ever needs to decide which link to choose.

It’s a shift in behavior that impacts anyone working in digital content and design. But it’s especially noticeable when your audience isn’t just browsing—they’re looking for help, guidance, or answers at deeply personal moments.

So where does that leave us as UX professionals?

It leaves us right where we’ve always been: advocating for the user.

If anything, this shift is a reminder that the purpose of our work has never been to chase traffic. It’s to meet people’s needs. And in some cases, that might mean helping them not have to visit our site at all. If someone finds a helpful, accurate answer in a search result because our content was written clearly and structured accessibly, that’s still a win. Quietly impactful, but a win.

That’s why we continue to work closely with world-class cancer experts to ensure every piece of content we publish is scientifically accurate, trustworthy, and aligned with the latest standards of care. That content doesn’t just live on our site. It now powers the answers users see in AI-generated summaries. In that way, our reach may be growing even as our clicks decline.

We still care deeply about the experience on our site. We want the design to feel seamless, the content inclusive, and the path forward clear. But we’re also embracing this broader perspective: good UX doesn’t end at the page. It begins with understanding the user’s intent—and making sure we’ve done everything we can to meet it, wherever they are.

We’ll keep listening, testing, and adapting. And we’ll keep rooting our work in something that AI can’t replicate: empathy, integrity, and human-centered design.