A fall in traffic from google. AI Overview hits publishers

In the era of artificial intelligence dominance in Internet search engines, traditional media face serious challenges. One of the latest examples is the impact of Google AI Reviews on the movement of organic news portals. According to data provided by Carly Steven, Director of SEO at the UK Daily Mail, the implementation of this function caused a dramatic decrease in clicks – up to 80-90 percent. This phenomenon not only affects publishers' finances, but also forces them to redefine content distribution strategies. In this article, we will take a closer look at this problem by examining the expert's statements and the broader context of changes in the search ecosystem.

What is Google AI Overview and how does it work?

Google AI Overview is an advanced Google search engine feature based on the Gemini artificial intelligence model. Launched in May 2024 in the United States and since April 2025 also available on the Polish market called Mode AI (AI Mode), this tool generates summary and conversational responses directly in search results. Instead of the list of links, the user receives ready, synthesized information – often without having to click on external pages.

For users this is convenient: quick answers to queries, without the need to browse multiple sites. However, for content publishers, such as information portals, this means a significant restriction on traffic. AI Overviews "steals" clicks, displaying key facts, quotes or summaries directly on Google. This phenomenon, known as "zero-click searches", is becoming increasingly common, as confirmed by numerous industry reports.

Dramatic Drop in Daily Mail: Data and Analysis

Carly Steven, responsible for the search engine optimization in "Daily Mail", shared alarming data during a recent industry conference. According to her, since the implementation of AI Reviews, the average click rate (CTR – Click-Through Rate) from Google's search results has fallen by 80-90 percent. This is a huge regression compared to May 2025, when Steven reported a "only" 56 percent decrease.

"Daily Mail", one of the world's largest tabloids with millions of readers per day, still maintains high positions in search results. However, as Steven emphasizes, it does not translate into real movement. AI Overview does not appear for all queries – especially those concerning the latest news that are crucial to the journal. "AI reviews do not appear for many keywords that are interesting for the Daily Mail," the director explains.

Nevertheless, the publisher is not standing still. "Daily Mail" focuses on building readers' loyalty through direct movement, which now represents as much as 60 percent of the total traffic. The strategy includes the development of subscription products, with a view to achieving a million paid subscribers by the end of 2028. This is a shift from the dependencies of search engines to a model based on direct user engagement.

Broader implications for the media industry

The case of Daily Mail is not isolated. Many publishers, including Polish portals like Onet or Virtual Poland, report similar problems. Implementation of AI Overview may become an even bigger threat if Google makes AI mode default for all searches. Steven warns: "The publishers may be afraid to turn on the AI Overviews tool for more queries, and the AI mode may become the default way of searching, which will further hinder the functioning of the websites."

An additional challenge is the unpredictability of traffic with Google Discover – another Google feature that promotes content in the form of feed. According to Steven, Discover is increasingly dominated by YouTube videos and sponsored content, which marginalizes traditional press articles. This forces media to diversify traffic sources: investment in social media, newsletters or mobile applications become a necessity.

On the Polish market, where Mode AI has been operating since May 2025, publishers already feel the effects. Reports from the industry indicate organic traffic declines by 20-50 percent depending on the content category. News sections are particularly affected, where AI can easily summarize the facts without referring to the source.

How can publishers adapt?

In the face of these changes, experts advise several adaptation strategies:

1. Optimization under AI: Create content that not only informs, but also engages – e.g. through opinions, analyses or interactive elements that AI is unable to fully replicate.
2. Brand building: Investment in readers' loyalty through subscriptions, exclusive content and direct marketing.
3. Multichannel distribution: Use platforms like X (old Twitter), TikTok or YouTube to bypass Google dependency.
4. Cooperation with giant tech: Negotiations with Google on compensation for AI content similar to those under EU regulation.

Carly Steven remains optimistic: despite the declines, "Daily Mail" grows in other areas. This is a lesson for the whole industry – the era of dominance of search engines is coming to an end, and the future belongs to those who build a direct relationship with the recipients.

The impact of Google AI Reviews on the media is irreversible and requires rapid adaptation. The case of "Daily Mail" shows how even industry giants can lose a significant part of the traffic in months. For Polish publishers this is a warning: time for innovation before AI completely changes the digital media landscape. Will the traditional press survive? Everything depends on creativity and strategy.

Source: DIGIDAY.COM