Google’s launch of AI Mode has caused unease among publishers, raising worries about a future where the platform might stop sending traffic to their websites in favor of AI-created summaries. Although this scenario seems remote, the introduction of the AI Overviews feature has already given publishers a glimpse of a search experience lacking traditional blue links. Reports from the Daily Mail indicate nearly a 44% drop in clickthrough rates since AI Overviews debuted, with some publishers experiencing declines in page views ranging from 1% to 4%.
Google stands to gain from AI Mode, as it has made a strong push into the AI search space following the success of ChatGPT. By integrating AI Mode into its popular Search product, Google aims to pull users into its AI ecosystem, creating a competitive edge against rivals like ChatGPT and Perplexity. However, this strategy is complex, as the company must balance competition in the AI sector with maintaining the profitability of its search engine, which brought in $66.89 billion in advertising revenue in early 2025. Recent announcements during its annual I/O developer conference highlighted plans to capitalize on AI Mode through advertising.
While advertising within AI Mode may offer greater relevance and improve click-through rates due to users’ more detailed inquiries, there are ongoing worries about the sustainability of ad revenue in the face of wider economic concerns. Advertisers are being prompted to adjust to longer and more specific keywords, gearing up for the anticipated conversational search trends.
On the flip side, publishers, especially those dependent on traditional Google traffic, are finding themselves at a disadvantage, particularly in areas like news and product reviews. Many have noted a significant drop in Google-sourced traffic and realize they cannot opt out of AI-generated searches without completely removing themselves from search results. Some publishers with strong direct audience ties via subscriptions or newsletters are less impacted and are proactively adjusting their strategies for the potential effects of AI Mode. As a result, conventional traffic metrics are evolving, emphasizing visibility and engagement over mere click-through data, with SEO consultancies anticipating notable challenges ahead as Google’s ranking criteria shift toward contextual relevance.
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