Media companies are grappling with the consequences of Google's new AI tools, which have already led to decreased search traffic to their sites.
Impact on Search Traffic
Recent reports found that about 50% of media companies experienced a drop in search traffic. Immediate Media’s CEO, Sean Cornwell, noted that AI summaries have already negatively affected his company. He warns that this decline is only expected to worsen in the future.
Effects of AI Summaries on Publishers
According to the Professional Publishers Association, media companies faced reduced visibility and value in May as their content was used without fair compensation. Research indicates that 80% of users rely on 'zero-click searches'. PPA CEO Sajeeda Merali reported a decrease in clicks for some publishers in the UK since the rollout of AI summaries.
Future Without Google Dependency
People Inc. CEO Neil Vogel described 'Google Zero' as the company's strategy guiding future plans. Google stated that search referrals from AI summary pages are 'higher quality', although various industry participants are already preparing to adapt to a future less reliant on Google.
Changes in Google's algorithms raise critical questions about the future of the media industry and its reliance on search engines, prompting publishers to adapt swiftly.
