Google AI Overviews Spur 10-25% Traffic Drops for Media Publishers

Media companies are growing increasingly concerned about the impact of Google's new AI tools, particularly its AI Overviews feature, which is reshaping user behavior and threatening traditional traffic models. Dubbed “Google Zero” by industry observers, the trend refers to a potential scenario in which users no longer click through to external websites, instead receiving AI-generated answers directly within Google’s search interface. Since the AI tools expanded to the UK from the US, publishers fear that declining referral traffic could worsen, compounding an already challenging digital landscape [1].

According to a report from Enders and the Professional Publishers Association, nearly half of media companies experienced a drop in search-driven traffic over the past year. The same report attributes the decline to AI Overviews, which provide condensed summaries of content and reduce the need for users to navigate to source pages. The PPA also noted that 80% of users engage in “zero-click searches” for at least two out of five queries, a shift that directly impacts publishers’ visibility and revenue [1].

Industry leaders have voiced their concerns. Sean Cornwell, CEO of Immediate Media, acknowledged the damage already being caused by AI Overviews and warned that traffic declines are likely to accelerate in the coming years. Sajeeda Merali, CEO of the Professional Publishers Association, added that AI Mode, an extension of AI Overviews, is further eroding traffic for lifestyle publishers, particularly in categories such as gardening or recommendations. One automotive publisher reportedly saw a 25% drop in traffic to its top-performing articles, despite an increase in search visibility [1].

Recent studies have supported these concerns. Pew and Authoritas found that Google users clicked on fewer links when AI summaries were present in search results. Digital Content Next, a U.S.-based media industry group, reported that median referral traffic from Google Search to premium publishers declined by 10% in May and June compared to the same period the previous year [1].

Despite these findings, Google has pushed back on the criticism. In a July meeting with publishers, the company claimed that traffic from AI Overview pages is of “higher quality” due to longer time-on-site metrics. Google’s Search head, Liz Reid, stated that total organic clicks from Search have remained stable over the past year, with traffic shifting rather than disappearing [1].

However, publishers argue that the overall trend remains problematic. Neil Vogel, CEO of People Inc., noted that even before the introduction of AI Overviews, Google search referrals had dropped from 65% to 30% of total traffic. He described “Google Zero” as a core element of the company’s strategy and acknowledged the need to adapt to a new digital environment [1].

In response, publishers are exploring alternative models to reduce reliance on Google. Strategies include direct subscriptions, exclusive content, and enhanced audience engagement. Piers North, CEO of Reach, emphasized the need for the industry to adapt to a future where search traffic operates differently than it has for the past 25 years. The shift, he said, is already underway [1].

The rise of AI-powered tools like Google Zero signals a broader transformation in how users access information, with implications extending beyond media companies. As AI becomes a central interface for knowledge retrieval, traditional content platforms may find their role evolving or diminishing. The challenge for the industry lies in adapting to a landscape where visibility and traffic are no longer guaranteed through traditional search mechanisms.

[1] Source: [1] Google Zero emerges as latest threat to publishers as AI tools ... (https://www.mitrade.com/cn/insights/news/live-news/article-3-1066899-20250825)