AI Overviews are transforming search: what impact for news websites?

AI Overviews are answers written in natural language that synthesize multiple sources of information. These text inserts, formerly known as Search Generative Experience, appear directly on the Google results page, masking other search results. What does this mean for online press publishers?

Online press publishers and search engines

The arrival of the press on the web has given publishers a new form of visibility. Gradually, new business models and revenue streams have emerged.

Search engines quickly appeared on the scene to make web content easily accessible to Internet users. The balance of power has never been equal. Press publishers have always depended heavily on the way in which they make their content visible. Today, Google holds over 80% of the search engine market. Its rules and requirements are the law. 

To prevent their content from becoming invisible, press publishers have implemented a number of techniques. For example, diversifying traffic sources is essential. Google Discover and Google News account for over 50% of traffic to online press sites. Optimizing articles to improve their SERP rankings is therefore not the only avenue to explore. The threat posed by AI Overviews is a reminder of the importance of relying on different sources of traffic.

AI Overviews and press editors

May 2024, Google launched AI Overview feature on its search engine. Initially, 90% of queries were affected, but by June this year, the feature was only triggered on 30% of queries. What's more, the type of query seems to influence their appearance. Indeed, in a June 2024 webinar, Semji highlighted that the healthcare sector and long queries regularly trigger the display of an AI preview.

Although AI Overviews have not yet arrived in France, publishers in the countries covered by this update have noted a drop in traffic following their deployment. In fact, Gartner forecasts a 25% drop in search enginevolume by 2026, to the benefit of AI chatbots. This is because AI Overviews offer an answer to an Internet user's query. This means they don't necessarily need to visit the website for further research. However, the sources used by Google's AI are always quoted alongside the generated answer. It can therefore be very useful to include them. 

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What's more, the balance of power seems to be tipping even further in Google's favor. Indeed, a Bloomberg study has revealed that publishers cannot refuse to have their content indexed by GoogleBot, without risking a disastrous loss of traffic. This is because GoogleBot indexes content in the search engine, and uses that same content to feed the AI. If publishers wish to appear in the SERPs, they must agree to hand over their content to the AI.

All these factors make newspaper publishers vulnerable. Whether they rely on converting their readers into loyal subscribers, or rewarding their work with advertisers or donations, publishers above all need to generate traffic.

AI Overviews: on the road to disinformation?

When the AI Overviews were launched, a number of errors in the automatically formulated answers caused a stir. And for good reason: advice can be dangerous to your health. Google's CEO reacted by expressing his dissatisfaction.

The presence of errors in AI Overviews raises concerns about the spread of false information. If these AI-generated answers become widespread and Internet users rely on them, there is a major risk of misinformation .

Initially, we might have hoped that AI previews would be a truly user-centric feature, since they enable us to respond to web users' expectations instantly and without any effort on their part. However, they now seem to represent a risk, as they : 

• Prevent comparison of sources
• Do not allow critical thinking
• Increase the risk of spreading fake news

Faced with the plundering of press publishers' content by AIs, several initiatives are seeing the light of day. 

One example is a bill dated September 12, 2023 on the copyright framework for AI.

The Alliance de la presse d'information générale (APIG) also represents the voice of press publishers and raises awareness of these issues among public authorities. Their main objective is to enable them to assert their rights.

UNESCO is also working to promotemedia education and artificial intelligence.

For its part, Google has launched the Google News Initiative to support quality journalism by offering tools and training to publishers. The aim of this initiative is to help them take advantage of AI.