Google's AI-Powered Search Sparks Alarm Among News Publishers

Google has announced a significant update to its search engine, integrating its advanced artificial intelligence model, Gemini.

by Faruk Imamovic
Google's AI-Powered Search Sparks Alarm Among News Publishers
© Getty Images/Justin Sullivan

Google has announced a significant update to its search engine, integrating its advanced artificial intelligence model, Gemini. This development aims to provide users with direct answers at the top of search result pages, potentially bypassing the need to click on links to find information.

"Google will do the Googling for you," the company stated. While this may seem convenient for users, it raises serious concerns for news publishers who rely on web traffic for revenue.

Impact on News Publishers

The integration of Gemini into Google's search engine could exacerbate the challenges faced by news publishers, who are already struggling with declining traffic.

With Google's AI providing direct answers, users may have even less incentive to click through to the original sources. Danielle Coffey, the chief executive of the News/Media Alliance, expressed deep concerns, stating, "This will be catastrophic to our traffic, as marketed by Google to further satisfy user queries, leaving even less incentive to click through so that we can monetize our content." Coffey highlighted the troubling implications of Google's move, noting that the AI uses content created by publishers to fuel its responses.

"The little traffic we get today will be further diminished, and with a dominant search engine that’s cementing its market power, we once again have to adhere to their terms. This time with a product that directly competes with our content, using our content to fuel it.

This is a perverse twist on ‘innovation,’” she said.

A Troubling Trend for the Industry

The announcement from Google follows a series of adverse developments for the news industry, many of which have stemmed from the practices of major tech companies.

Since the emergence of ChatGPT over a year ago, publishers have been concerned about the impact of AI on their businesses. The rapid advancement of this technology has left little time for newsrooms to adapt or respond effectively.

Some publishers have opted to collaborate with tech giants, licensing their content archives to companies like OpenAI. However, others, such as The New York Times, have chosen a more combative approach, including filing lawsuits against AI developers.

The once-collaborative relationship between publishers and tech companies has significantly deteriorated in recent years, marked by incidents like Meta's decision to deprioritize news articles on its platforms.

Google's Response and Skepticism

Anticipating the backlash from its announcement, Google attempted to assure publishers that the changes would benefit them.

The company claimed that its AI Overviews feature would show more links and ultimately drive more traffic to publishers. "We see that the links included in AI Overviews get more clicks than if the page had appeared as a traditional web listing for that query," Google stated.

"As we expand this experience, we’ll continue to focus on sending valuable traffic to publishers and creators." Despite these assurances, skepticism remains high among industry experts. Marc McCollum, chief innovation officer at Raptive, warned that the AI changes could significantly reduce search traffic to content creators’ websites, jeopardizing their ad revenue and livelihoods. "This change could put the future of the open internet in danger," he stated.