As Google pushes deeper into AI, publishers see fresh challenges

As Google pushes deeper into AI, publishers see fresh challenges

Google’s new search tool, Search Generative Experience (SGE), powered by generative AI, has raised concerns among publishers who are worried about their place in a world dominated by AI. The tool creates summaries in response to search queries and displays them on the Google search homepage. Publishers are concerned about web traffic, proper accreditation, and the accuracy of the summaries. They also want to be compensated for the content used to train AI tools. Google has stated that it prioritizes sending valuable traffic to creators, including news publishers, and is working to understand the business model of generative AI applications. They have also introduced a tool called Google-Extended that allows publishers to block their content from being used by Google for AI training. However, whether payments will follow remains uncertain.Google’s new search tool, called Search Gallery Experience (SGE), has raised concerns among publishers. The tool displays summaries and links in a different format than traditional Google search, potentially reducing traffic to publishers’ websites by up to 40%. Publishers are worried that users will be satisfied with the information provided in the SGE summaries and won’t click on their links, impacting their organic traffic and click-through rates.

Impact on Publishers’ Business

Publishers heavily rely on clicks to secure advertisers, and appearing in Google search results is crucial for their business. However, the design of SGE pushes the links further down the page, making them less visible to users. This change in visibility could significantly decrease traffic to publishers’ websites, affecting their ability to generate revenue.

Nikhil Lai, a Senior Analyst at Forrester Research, believes that SGE will decrease publishers’ organic traffic and force them to find alternative ways to measure the value of their content. However, he also suggests that publishers’ reputations will remain strong due to their links appearing in SGE.

Google’s Response

Google claims that SGE is designed to highlight web content and that any estimates about specific traffic impacts are speculative. The company emphasizes that what users see in SGE during its initial launch may differ from the final version. Google also states that publishers don’t need to make any changes to their existing practices to appear in search results.

Publishers’ Concerns

Publishers express concerns about the lack of information regarding SGE. They feel that Google’s new AI section is a “black box” to them, and they don’t understand how to ensure their content is included or how the algorithm behind it works. Publishers have spent years optimizing their websites for traditional Google search, but they lack the knowledge to do the same for SGE summaries.

Blocking Content from SGE

Publishers are particularly troubled by the fact that Google crawls their content for free to create summaries that users may read instead of clicking on their links. They argue that Google hasn’t been transparent about how they can block their content from being crawled for SGE. One publisher even compares the new search tool to an illegal crawler that poses a greater threat to their business.

Google’s Silence

Google did not comment on the publisher’s assessment of the new search tool. The lack of response adds to the frustration and uncertainty felt by publishers regarding SGE.

Websites Blocking AI Content

According to data from AI content detector, websites are increasingly blocking their content from being used for AI. Since its release, 27.4% of top websites have blocked ChatGPT’s bot, while only 6% have blocked Google-Extended. This data suggests that when given the option, websites are more likely to block AI content if it doesn’t impact their search results.


Publishers are concerned about the potential negative impact of Google’s new search tool, SGE, on their organic traffic and revenue. The lack of transparency and information from Google has left publishers feeling uncertain about how to adapt to the changes. As the situation unfolds, publishers will need to find alternative ways to measure the value of their content and ensure their visibility in search results.Helen Coster: A Media Correspondent at Reuters

Helen Coster is a Media Correspondent at Reuters, where she writes a mix of spot news, enterprise, and analysis stories. She brings a wealth of experience to her role, having previously worked as a Senior Editor on Reuters’ Commentary team, where she assigned, edited, and wrote analysis pieces.

Background and Experience

Before joining Reuters, Coster served as a senior writer at Forbes, where she wrote magazine and web stories and a blog about the intersection of business and social issues. Her work at Forbes allowed her to delve into various topics and explore the connections between the corporate world and societal matters.

Coster’s educational background includes a degree from Princeton University. Her passion for journalism has taken her to six different countries, including Pakistan, India, and Greece, where she has reported on a wide range of issues. Her international experience has provided her with a unique perspective and a deep understanding of global affairs.

Contact Information

If you would like to get in touch with Helen Coster, you can reach her at 9178417220. She is always open to discussing potential stories or collaborations.


Helen Coster’s role as a Media Correspondent at Reuters allows her to utilize her expertise in writing and analysis to deliver informative and engaging content. With her extensive background in journalism and her dedication to exploring the intersection of business and social issues, she continues to make a valuable contribution to the field.
As the use of Artificial Intelligence (AI) continues to expand across many industries, Google is making strides in its efforts to push further into the industry. As Google moves further into the world of AI, publishers are presented with new and unique challenges.

For many years, publishers have used AI-based algorithms for tasks such as tagging and categorizing content. More and more, though, publishers are using AI to produce new content from existing content in order to increase digital engagement. Google’s entry into the AI market has changed the landscape for publishers, resulting in a more competitive and crowded marketplace.

Google’s entry into the AI market has presented many opportunities for publishers. For one, Google’s AI-powered services such as Google Translate and Google Assistant provide publishers with the ability to quickly and accurately translate and search content in multiple languages. Additionally, the use of AI-powered predictive analysis and machine learning can help publishers create better content and tailor their content to the needs and interests of their audience. These tools enable publishers to better understand their customer preferences and make changes to improve online engagement.

On the other hand, Google’s entry into the AI market has also presented some challenges for publishers as well. Competition for content is becoming more fierce with Google’s AI-driven algorithms. As a result, publishers may find it more difficult to create content that stands out from the competition. Additionally, Google’s AI-driven algorithms may make it more difficult for publishers to develop their own algorithms as it can be difficult to keep up with the constantly changing AI landscape.

Overall, Google’s entry into the AI market has presented both new opportunities and challenges for publishers. Although it may be difficult for publishers to keep up with the ever-changing AI landscape, the use of AI-powered tools and services has enabled publishers to better understand their customers and produce content that stands out from the competition. Ultimately, Google’s entry into the AI market is something that publishers should embrace and leverage to create better content and increase online engagement.