Google's AI Mode Threatens Visibility of Original Journalism
verenigde staten, vrijdag, 20 juni 2025.
Since 20 May 2025, Google has introduced a new feature in the United States: AI Mode. This mode replaces traditional search results with AI-generated summaries, making original journalism less visible. News websites are experiencing reduced traffic and their content is harder to find. An analysis by Press Gazette revealed that AI Mode often fails to correctly cite original sources, undermining the recognition of journalistic work and potentially leading to a reduction in traffic to the original websites.
Technology Behind AI Mode
AI Mode is based on Google’s large language model (LLM) Gemini, designed to conduct complex conversations and generate detailed summaries. This technology uses a technique called ‘query fan-out’, where user queries are split into multiple sub-questions. This allows AI Mode to generate detailed answers by combining information from various sources [5]. This functionality has been recently enhanced with the introduction of Search Live, a feature that allows voice input and remains continuously interactive, even when users switch to other apps [6].
Impact on News Production and Consumption
The introduction of AI Mode has significant consequences for how news is produced and consumed. News websites report a substantial decline in traffic, with some studies showing an average drop of 15.49% in click-through rate (CTR), and extreme cases seeing a decrease of up to 37.04% [4]. This decline in traffic is caused by AI Mode providing direct summaries, reducing the frequency with which users click on external links to original news articles. This not only means less traffic but also diminished recognition of original journalistic work [1].
Benefits of AI Mode
Despite the concerns, AI Mode also offers significant benefits. For users, the technology simplifies the search experience by providing direct, detailed answers. This can lead to higher conversion rates, as demonstrated by a study on Forbes showing that AI-selected content generates nine times higher conversion rates than traditional search results [2]. Additionally, the ‘query fan-out’ technique helps users navigate complex information and provides relevant sub-information, enriching the search experience [5].
Disadvantages and Ethical Considerations
However, the disadvantages of AI Mode cannot be ignored. The technology can reduce the diversity of information sources, as AI Mode often chooses summaries that do not always correctly cite the original sources. This can reinforce information bubbles and contribute to the spread of misinformation [4]. Moreover, publishers face a dilemma: participating in AI Mode can reduce their traffic, but opting out means they become completely invisible on the world’s most used search engine [1].
Strategies for Survival
For news organisations, it is crucial to develop strategies to remain visible in the new AI-centric world. SEO professionals advise optimising content for sub-questions and specific topics, focusing on clear, structured language and the use of FAQ sections and schema.org data [2]. It is also important to continue producing original, valuable content that is beneficial not only for people but also for AI models [7].