Google's integration of AI-generated answers at the top of its search results is creating a challenging scenario for web publishers, who must choose between offering their data or losing online visibility. The tool – known as AI Overviews – summarizes web content using the same system that indexes pages for search results, according to those affected.
Visibility at Stake
Blocking the AI bot that scans web content to create these summaries could lead to sites disappearing from search results. Since this bot serves both AI answers and search indexing, any effort to curtail Google's AI summaries also hinders a site's discoverability. Bloomberg reports that publishers contend they're caught in a difficult balancing act, as dropping out of search results means losing crucial traffic.
Google's stronghold in search, which the US Justice Department has termed an illegal monopoly, gives it a considerable advantage in the AI race. The AI search capability is perceived as an extension of its already dominant search engine, entrenching its market lead. Critics claim this setup forces smaller competitors and publishers into compliance or risks irrelevance.
Publishers' Concerns and Responses
Many in the publishing sector are alarmed by Google's AI search implications. They struggle to maintain their content visibility without being used without sufficient compensation. Some have blocked AI bots from other firms, but Google's influential position makes this a difficult choice due to the potential drop in search rankings. While Google has reduced how visible AI Overviews is, the preference for them continues to put publishers in crisis.
Following a recent ruling against Google, the US government is contemplating actions such as dismantling parts of the company like Chrome or Android, or mandating data-sharing with competitors. The Justice Department is also considering making Google surrender its default search-engine contracts, such as its $18 billion deal with Apple.
Technical Challenges and Publisher Strategies
Google uses a specific crawler for its Gemini chatbot, but the primary crawler serves both AI Overviews and standard searches, limiting publishers' control. Blocking Google's AI bot may lead to a substantial decline in organic search traffic, estimated between 20 to 60 percent, according to AdWeek. iFixit CEO Kyle Wiens told Bloomberg that blocking Google's bot would result in a significant traffic loss, unlike other AI bots.
Google reportedly refrains from negotiating content deals with most publishers, with Reddit being an exception. Smaller AI firms often compensate for data access, while Google secures it freely in return for search visibility. Alex Rosenberg, CEO of AI startup Tako Inc., pointed out that Google doesn't need to pay for content, a luxury other tech firms don't have. Declining online ad revenue over the last eight years further pressures publishers financially.
