In an era when artificial intelligence increasingly dominates internet search, traditional media face serious challenges. One of the latest examples is the impact of Google AI Overviews on organic traffic to news portals. According to data presented by Carly Steven, SEO director at the British Daily Mail, the rollout of this feature has caused a dramatic drop in clicks – by as much as 80-90 percent. This phenomenon not only affects publishers’ finances but also forces them to rethink their content distribution strategies. In this article, we take a closer look at the problem, analyzing the expert’s comments and the broader context of changes in the search ecosystem.
What Are Google AI Overviews and How Do They Work?
Google AI Overviews is an advanced feature of the Google search engine, based on the Gemini artificial intelligence model. Launched in May 2024 in the United States, and available on the Polish market since April 2025 under the name AI Mode (Tryb AI), the tool generates summaries and conversational answers directly in search results. Instead of a list of links, users receive ready-made, synthesized information – often without having to click through to external sites.
For users, this is convenience: quick answers to queries, without the need to browse multiple websites. However, for content publishers such as news portals, it means a significant reduction in traffic. AI Overviews „steals” clicks by displaying key facts, quotes or summaries directly on the Google page. This phenomenon, known as „zero-click searches”, is becoming increasingly common, as numerous industry reports confirm.
A Dramatic Decline at the Daily Mail: Data and Analysis
Carly Steven, who is responsible for search engine optimization at the Daily Mail, shared alarming data during a recent industry conference. According to her, since the rollout of AI Overviews, the average click-through rate (CTR) from Google search results has fallen by 80-90 percent. This is a huge setback compared with May 2025, when Steven reported a comparatively „modest” drop of 56 percent.
The Daily Mail, one of the largest tabloids in the world with millions of readers a day, still maintains high positions in search results. However, as Steven points out, this does not translate into real traffic. AI Overviews do not appear for all queries – particularly those concerning the latest news, which is crucial for the newspaper. „AI Overviews do not appear for many of the keywords that are of interest to the Daily Mail,” the director explains.
Even so, the publisher is not standing still. The Daily Mail is focusing on building reader loyalty through direct traffic, which now accounts for as much as 60 percent of all traffic. The strategy includes developing subscription products, with the goal of reaching one million paying subscribers by the end of 2028. This is a shift from dependence on search engines to a model based on direct user engagement.
Broader Implications for the Media Industry
The Daily Mail’s case is not isolated. Many publishers, including Polish portals such as Onet and Wirtualna Polska, report similar problems. The rollout of AI Overviews could become an even greater threat if Google makes AI Mode the default for all searches. Steven warns: „Publishers may fear the inclusion of AI Overviews for more queries, and AI Mode may become the default way of searching, which will make it even harder for internet portals to function”.
An additional challenge is the unpredictability of traffic from Google Discover – another Google feature that promotes content in the form of a feed. According to Steven, Discover is increasingly dominated by YouTube videos and sponsored content, which marginalizes traditional press articles. This forces media outlets to diversify their traffic sources: investing in social media, newsletters and mobile apps is becoming a necessity.
On the Polish market, where AI Mode has been operating since May 2025, publishers are already feeling the effects. Industry reports point to declines in organic traffic of 20-50 percent, depending on the content category. News sections are particularly affected, as AI can easily summarize facts without referring readers to the source.
How Can Publishers Adapt?
In the face of these changes, experts recommend several adaptive strategies:
- Optimizing for AI: Creating content that not only informs but also engages – for example, through opinion, analysis or interactive elements that AI cannot fully replicate.
- Building the brand: Investing in reader loyalty through subscriptions, exclusive content and direct marketing.
- Multi-channel distribution: Using platforms such as X (formerly Twitter), TikTok or YouTube to avoid dependence on Google.
- Cooperation with tech giants: Negotiating with Google over compensation for content used in AI, similar to the talks taking place under EU regulations.
Carly Steven remains optimistic: despite the declines, the Daily Mail is growing in other areas. This is a lesson for the entire industry – the era of search engine dominance is coming to an end, and the future belongs to those who build direct relationships with their audiences.
The impact of Google AI Overviews on the media is irreversible and requires rapid adaptation. The Daily Mail’s case shows how even industry giants can lose a significant share of traffic within months. For Polish publishers, it is a warning: time to innovate before AI completely changes the digital media landscape. Will traditional press survive? Everything depends on creativity and strategy.
Source: DIGIDAY.COM
