Google’s AI-generated overviews are changing how people find and consume information. This shift raises a pressing question: Does this new feature pose an existential threat to publishers who rely on search traffic? The reality is that some of them have lost 40-95% of their traffic.
What are Google AI-generated Overviews?
Google’s AI Overview Summaries feature provides concise AI-generated summaries of user reviews for products, services, and businesses directly within search results.
These summaries aim to enhance user experience by offering quick insights without the need to navigate multiple pages.
That is a great goal to improve a user-friendly web. But there are costs. Digital media publishers are the canon fodder.
Why it matters
The open web and social media platforms had an unwritten contact at the start of the social media revolution to give everyone who contributed to their platforms a free voice to reach the world.
The first few years delivered on that promise. Bloggers, content creators, influencers and media publishers were able to reach the 5 billion plus online users and bypass the mass media gatekeepers.
Then the social media platforms and Google became the new gatekeepers. New algorithms were introduced to maximize ad revenue and the result minimized the reach of the contributors who created content for free. Their attention and traffic were sacrificed to the mega platforms. Bloggers, media companies and content providers were the sacrificial lambs.
The new digital gatekeeper: AI
Now there is a new tech that takes the stealing of free content to new levels. Artificial intelligence and chatbots such as ChatGPT and Google’s Genesis.
What we didn’t know back then when we started blogs (that’s me in 2009), as media and news sites, was that we had struck a Faustian bargain (A pact whereby a person trades something of supreme importance, such as content, for some worldly or material benefit). And in a world of the web that means attention, traffic and money,
So what is the impact of Google’s AI Overview summaries?
- Google’s AI overviews summarize reviews and information, potentially reducing clicks to original sources.
- Publishers, especially those relying on affiliate marketing and ad revenue, could see a decline in traffic.
- The balance of power in digital content is shifting further in favor of AI-driven aggregation.
Driving the news
PR spin is a great way to paint an existential crisis as an opportunity. Is faster better? Google seems to think so but at what cost?
- Google recently announced AI-powered review summaries that provide quick insights without requiring users to visit publisher websites.
- Early tests suggest AI-generated overviews are becoming more prominent in search results.
- The feature aligns with Google’s push to improve user experience but raises concerns for content creators and businesses.
By the numbers
The numbers tell a story that reveals publisher sites dependence on search with Google almost holding a monopoly. The reality is that Google is not a publisher’s friend. Any public company (that includes Meta and Google) has a commitment to maximize profit for its shareholders.
The algorithm upgrades started with changes that put advertisements at the top of search results, then we had the addition of snippets that took more traffic away and now we are at AI Overview summaries.
We are now at the sharp end of “Enshittification.” What does that mean?
“First, platforms (Facebook and Google are an example) are good to their users (free attention); then they abuse their users to make things better for their business customers (Cheap advertising); finally, they abuse those business customers (increase the ad prices to high levels) to claw back all the value for themselves (Make astronomical profits),”
- Over 90% of web traffic starts with a search engine, with Google controlling more than 85% of the market.
- Studies show AI-generated answers can reduce click-through rates by up to 30%.
- Affiliate review sites and media publishers rely on organic search traffic for 50% or more of their revenue.
Here is what the new algorithm changes including AI Overviews looks like for these 5 publishers. Visibility is down from 40% for Forbes and 95% for the publisher: “Time Stamped.”
What they’re saying
There are many stakeholders in the global web game and a pact that is a win-win will keep it healthy and flourishing. But it is starting to fray.
- Publishers & SEO experts: Fear loss of visibility and revenue, arguing Google is keeping traffic for itself.
- Google: Claims AI summaries enhance user experience and surface high-quality content.
- Users: Mixed reactions—some appreciate faster answers, while others worry about bias and misinformation.
What’s next
Google’s algorithm changes in the past have provided traffic whiplash as they experiment with making their product more user friendly (they call it better user experience without any thought to their stakeholders that are providing traffic for free).
Or should we say that it is more about making their search more profitable or money grabbing.
So what is next for publishers and Google?
- Publishers may need to adapt by focusing on exclusive content, brand authority, and direct audience engagement.
- Legal and regulatory scrutiny over Google’s AI practices could intensify.
- AI-generated content may redefine SEO strategies, forcing businesses to rethink content monetization models.
How can publishers adapt and survive?
As Google’s AI Overviews threaten traditional search-driven traffic, publishers need to rethink their content distribution strategies. The open social web movement and protocols like ActivityPub (more on that later) and the Fediverse offer an opportunity to regain control over their audiences. Here’s how:
1. Embrace the open social web for direct audience engagement
The open social web refers to decentralized, federated networks where users and publishers interact without a central platform (like Google or Facebook) dictating content distribution. By shifting focus from search traffic to direct engagement, publishers can:
- Build owned communities instead of relying on algorithm-driven discovery.
- Use email newsletters, paid subscriptions, and membership models for monetization.
- Engage with audiences on federated platforms like Mastodon, Threads (Meta’s future ActivityPub integration), and other decentralized networks.
2. Leverage the ActivityPub Protocol for content distribution
ActivityPub is a decentralized protocol that allows different platforms to communicate and share content in an open, federated manner. Publishers can:
- Distribute content beyond Google & social media silos – Articles, blog posts, and reviews can be automatically syndicated across federated platforms.
- Increase engagement & direct traffic – Followers on Mastodon, Threads, or PeerTube (decentralized YouTube alternative) can receive and interact with content without needing an algorithmic push.
- Bypass centralized content moderation risks – Instead of being at the mercy of Google’s AI, publishers can cultivate loyal audiences through independent, open networks.
Example: The New Yorker or The Verge could publish articles via their own ActivityPub-powered feed, allowing Mastodon users to follow updates natively without needing Google Search or Twitter/X.
3. Own distribution with AI-Optimized content strategies
Since AI-generated summaries will continue to take up search real estate, publishers should:
- Create content AI can’t easily summarize (e.g., exclusive interviews, deep analysis, expert commentary).
- Use structured data (schema markup) to optimize for AI consumption while ensuring citations drive traffic back to their sites.
- Develop interactive experiences (such as quizzes, calculators, and AI tools) that users must visit the site to use.
4. Monetization beyond ads: Subscription, NFTs & decentralized revenue
As traffic from Google declines, publishers must diversify revenue: Here are three ideas.
- Subscription & Memberships – Direct monetization via newsletters, Patreon, or Substack.
- Tokenized Access & NFTs – Web3-enabled access to premium content.
- Decentralized Micropayments – Using protocols like Lightning Network (Bitcoin) or Web Monetization API to receive payments for content views.
5. Future-proof with AI & first-party data
Since AI is here to stay, publishers should:
- Deploy AI Assistants – Custom AI chatbots that summarize articles on their own websites, keeping users engaged.
- Leverage First-Party Data – Encourage users to create accounts, allowing personalized content delivery without reliance on Google’s search algorithm.
- SEO for AI Search – Optimize for Google’s AI answers by becoming a trusted source Google cites (instead of being ignored).
The shift is happening. Those who adapt will thrive, while those who remain dependent on Google risk fading into obscurity.
But the reality is that it is not easy.
Final thoughts
Google’s AI Overviews feature represents a fundamental shift in the search ecosystem. Publishers who fail to adapt risk obsolescence, while those who innovate could find new ways to thrive in an AI-driven content landscape. And we are all scrambling to find new ways to play the digital publishing game and monetize.
Google’s Overviews may seem like an existential threat, but it also highlights the need for publishers to take back control. By adopting the open social web, leveraging ActivityPub, and diversifying revenue streams, publishers can future-proof their businesses in an AI-driven world. But it is not without complexity and cost. Easy to say but hard to do.
We can scream at the moon but the reality is that no one is listening. Resilience is needed but adaptability is demanded.