AI Everything Today

In May 2024, Google introduced a major update to its search experience: the AI Overview feature. This tool uses artificial intelligence to provide instant summaries at the top of search results, answering user queries directly without requiring them to click any links. While helpful for users, this change is causing a major ripple effect across the media and publishing industries.

According to recent research, some news websites have seen their traffic drop by as much as 80% since AI Overviews rolled out. As people get the answers they need at a glance, fewer are clicking through to the original sources. This shift has sparked serious debate about the future of content creation, journalism, and how we measure value in the age of AI.

What Is Google’s AI Overview?

Google’s AI Overview is part of its Search Generative Experience (SGE), a broader effort to make search results more conversational and direct. When you search for something, especially a question or a how-to, the Overview box appears at the top with a neatly packaged AI-generated answer.

This summary often pulls information from multiple sources but doesn’t always link clearly to them. While some sources are cited, the Overview usually replaces the need to visit external websites for basic information.

A Traffic Crisis for News Sites

The most dramatic impact has been felt by news publishers. A report by analytics firm Chartbeat in mid-2025 revealed that some media outlets lost between 40% to 80% of their Google search traffic after the introduction of AI Overviews.

This is alarming because Google search is one of the most important traffic sources for digital publishers. Reduced traffic means fewer ad impressions, lower subscription conversions, and overall decreased revenue.

Why Users Are Clicking Less

There are a few reasons users are skipping the links:

• Instant Gratification: The AI summary gives them what they need without extra effort.
• Improved Accuracy: For many queries, the AI provides a clear and concise response.
• Design Change: The summary is visually dominant, pushing organic search results further down.

For casual information seekers, there’s little reason to go beyond the summary.

Content Without Clicks: A Publisher’s Dilemma

This shift presents a tough question for publishers: How can they justify the cost of creating high-quality content if it’s consumed indirectly?

Journalism relies on visibility. When an AI extracts and summarizes a story, the original writer may not get credit or compensation. If this trend continues, we risk losing the business models that support professional reporting and niche content.

Could AI Overview Help Some Content Creators?

Interestingly, not everyone sees AI Overviews as a threat. Some believe it could help smaller creators gain visibility if their content is included in the AI summary.

For example, if a blog post on AI ethics gets quoted in a Google AI Overview, it may attract new readers or boost credibility, even without clicks. But that’s a big “if.”

Visibility without traffic isn’t a guaranteed win. Creators need page views to sustain their work.

The Key Question: What If Your Blog Is Summarized?

Let’s say your blog post appears in a Google AI Overview. How would that affect your site?

Pros:

• Your brand might be seen by millions, improving recognition.
• You could be perceived as a trusted source.
• It may help build domain authority.

Cons:

• Visitors may not click through to your actual post.
• You could lose ad revenue.
• You might not even know your content was used.

Some bloggers are now considering new strategies:

• Writing content that answers deeper or follow-up questions not covered by AI.
• Using email newsletters to build a loyal reader base.
• Investing in social media and direct marketing instead of relying solely on search.

How Google Is Responding

In response to criticism, Google has promised to:

• Improve source attribution.
• Link to more content creators directly.
• Offer tools to track how often AI Overviews quote your site.

But for many, the damage is already being felt. Especially for publishers with small margins, even a 30% drop in traffic can be devastating.

What This Means for the Future of Content

We are entering an era where content is still king, but distribution is being ruled by AI. The platforms decide what gets seen, who gets credit, and how people engage with information.

This isn’t just a problem for publishers. It’s a broader societal issue:

• Who gets to tell stories?
• Who gets paid for facts and expertise?
• Will we still have incentives for investigative journalism?

If AI becomes the middleman for everything, creators need new ways to measure success beyond traffic stats.

Final Thoughts

Google’s AI Overview marks a turning point in how we search, read, and value content online. While it improves the user experience, it challenges the ecosystem that supports information creators.

As we navigate this change, bloggers, journalists, educators, and tech leaders must ask: how can we preserve a healthy, diverse, and sustainable web in the age of AI-driven answers?