Google’s AI Overviews Spark Controversy: Publishers Fear ‘Theft’ as Traffic Plummets

The rollout of Google's AI Overviews is triggering a significant backlash from news publishers, who fear the new feature is cannibalizing their traffic and revenue. Critics are labeling it as nothing short of "theft," citing plummeting click-through rates and a shift towards "zero-click searches." Is this the end of the traditional search model, or can publishers adapt and thrive in this new AI-driven landscape?

At the heart of the controversy is Google’s expanded AI Mode, showcased during Google I/O. This feature presents users with an AI-generated summary alongside a list of relevant links, effectively placing publisher content behind an AI-generated wall. The News/Media Alliance, representing major US news publishers, claims this new system is "depriving" them of vital traffic and revenue.

"Links were the last redeeming quality of search that gave publishers traffic and revenue," states Danielle Coffey, CEO and president of News/Media Alliance. "Now Google just takes content by force and uses it with no return, the definition of theft." This sentiment echoes concerns that Google is increasingly prioritizing AI-generated content over original reporting.

A key point of contention is Google's decision not to seek publisher permission before including their work in AI search features. As revealed in Google's antitrust trial documents, publishers must actively opt out of search results entirely to avoid their content being used in AI features. Liz Reid, Google Search head, argues that allowing granular opt-outs for individual features would add "enormous complexity." But publishers counter that this blanket approach forces them to choose between visibility and fair compensation.

The impact of AI Overviews is already being felt. Carly Steven, Mail director of SEO, revealed at Press Gazette's Future of Media Technology Conference that Mail Online is experiencing a "massive reduction" in click-through rates when Google displays an AI summary for a top-ranking keyword. According to a Growth Memo survey, desktop outbound CTR can drop by two-thirds when an AI Overview appears, while mobile CTR loses almost half its clicks.

Steven emphasized the importance of focusing on "most resilient' branded searches" and content that AI can't easily replicate, such as columnist pieces and live blogs. She noted a staggering drop in click-through rates for the search term "Noor Alfallah news" after an AI Overview was introduced, plummeting from 6,000 clicks to just 100.

While Google claims that links within AI Overviews receive more clicks than traditional web listings, Steven disputes this assertion, citing data indicating a significant increase in zero-click searches. The battle for referral traffic is intensifying, and publishers are scrambling to adapt.

The rise of AI Mode, akin to a conversational ChatGPT-like interface within Google Search, presents an even greater threat. Steven warns that if AI Mode becomes the default search experience, referral traffic from Google could be "definitely in trouble."

Are we witnessing a fundamental shift in how information is accessed and consumed online? Will news publishers be able to find sustainable business models in the age of AI-driven search? The answers remain uncertain, but one thing is clear: the relationship between Google and news publishers is facing a critical turning point.

What are your thoughts on Google's AI Overviews? Do you think it's fair to publishers? Share your comments below!

• AI Overviews
• Google
• News Media Alliance

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