Media Sector Fears Impact of Google AI Mode
amsterdam, vrijdag, 10 oktober 2025.
The Dutch media sector is concerned about the consequences of the new Google AI mode, which has been available since this week. There are already signals of a decline in website visits in other countries, posing a threat to the revenue of news organisations. According to Herman Wolswinkel, director of NDP, the impact of this feature on how the public consumes news could be enormous.
Google AI Mode: A New Dimension in Search Results
The new Google AI mode has been available in the Netherlands since this week, bringing a significant change to how users search for and find information. This AI mode uses advanced reasoning, multimodality, and in-depth answers to complex questions, significantly enriching the search experience [4]. With the AI mode, users can ask questions through text, speech, or images and receive answers that are often two to three times longer than traditional search queries [4]. This offers new opportunities for discovering content but also presents new challenges for the media sector.
Impact on the Media Sector
The Dutch media sector is worried about the possible side effects of the Google AI mode. In other countries, a decline in website visits to news organisations has already been observed, threatening the revenue of these organisations [1][2]. According to Herman Wolswinkel, director of NDP, the impact of this feature on how the public consumes news could be enormous. ‘The impact of this feature on how the public consumes news can be enormous,’ says Wolswinkel [1].
Technical Details and Functioning
The AI mode uses Google’s Gemini 2.5 models, which are capable of answering complex questions by breaking them down into subtopics and performing multiple searches simultaneously. This process, known as ‘query fan-out’, ensures that the AI mode can provide accurate and relevant answers [4][5]. Additionally, users can engage in conversation with the chatbot, significantly enhancing interaction with search results [5].
Advantages and Disadvantages
The advantages of the Google AI mode are clear. Users can ask more complex and detailed questions, leading to higher-quality clicks for websites and a better search experience [4]. However, there are also significant disadvantages. The AI mode can sometimes ‘hallucinate’ or present fictional information, casting doubt on the reliability of the information [6]. Moreover, tech companies may increasingly determine which news is visible, potentially conflicting with the Digital Markets Act [1].
Ethical Considerations
The introduction of the Google AI mode also raises ethical concerns. There is growing concern about the spread of misinformation and disinformation, especially through generative AI. This technology can produce plausible forgeries that are difficult to distinguish from real content, blurring the lines between perception, interpretation, and reality [3]. Furthermore, critical thinking in the current information environment is being undermined by AI, eroding verifiable reality [3].
Reactions and Future Perspectives
News publishers are in talks with the European Commission about possible opt-outs, which would prevent their articles from being used for AI applications. While these opt-outs could theoretically offer a solution, they are often circumvented by AI companies [1]. Nonetheless, Google continues to strive to improve the accuracy and quality of the AI mode and encourages users to try the new feature and provide feedback [4].