Publishers reported significant traffic declines, up to 89 percent, due to Google's AI Overviews feature. The tool keeps users on Google's platform longer. This has sparked discussions on AI's impact on web traffic and revenue.
Impact Analysis
Reports from IFA 2025 and industry sources highlight:
- Traffic reductions affecting news and content sites.
- AI summaries reducing clicks to external pages.
Publishers are adapting strategies to counter the effects. Google has not commented on the specific claims. This development underscores evolving dynamics in search and content distribution.