Google’s AI summaries cut publishers’ search traffic and referrals
Google’s AI search features have weakened the long-standing link between the search engine and online publishers: Google still uses their work to answer queries, but users may get what they need without visiting the source. Publishers say falling search traffic threatens a business model built partly on attracting readers through Google.
AI Overviews, introduced in 2024, place generated summaries above links, while AI Mode, launched in May 2025, offers a chatbot-style search experience. The New York Times’ share of traffic from search fell from 44 per cent to 35.5 per cent over three years, and 19 members of the Digital Content Next trade association reported Google traffic losses of 1 to 25 per cent between May and June 2025. DMG Media reported click-through rates fell by up to 89 per cent between June and July, while Google has said overall click volume remains relatively stable.
In short
- Google’s AI summaries may answer queries without sending readers to publishers.
- Publishers report falling search traffic and fewer clicks.
- Google says overall click volume remains relatively stable.
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The case for
Publishers can argue that Google’s AI summaries rely on their reporting while reducing the visits that sustain advertising, subscriptions and further journalism. If readers receive answers without reaching the original source, publishers may lose both revenue and the direct relationship with audiences, even as their work continues to inform Google’s products.
The case against
Google can argue that AI summaries make search more useful by helping people find answers quickly, while still offering links to publishers for readers who want more detail. The reported traffic changes vary across organisations and periods, and Google says overall click volume remains relatively stable; changes in audience behaviour and the wider search market may also affect referrals.
Explained simply
For years, Google Search has helped people find news and other online articles by linking to publishers’ websites. Those visits can bring publishers advertising income and readers who may return for more.
Google’s AI Overviews show generated answers above search links, while AI Mode lets people search through a chatbot-style exchange. The answers draw on online information, but readers may not need to open the linked articles to get a response.
Publishers depend on search visits to varying degrees, so changes in how people use Google can affect their audience and income. The issue also raises questions about how publishers’ work is used in AI answers and how much traffic those answers send back to the original sites.
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Originally published by The Verge as “Google’s AI search changes upended online publishing”.