When actress Sorcha Cusack departed from the BBC drama Father Brown in January, the coverage from Reach’s publications, including The Mirror and Daily Express, did not attract the attention they anticipated. The lack of engagement is attributed to the prevalence of AI Overviews (AIO) on Google’s results page, where users reportedly found satisfaction in the AI-generated summaries instead of clicking through to the articles.
This shift poses a concern for media publishers who have already faced declining advertising revenue due to competition from social media platforms. Clicks from Google search results are essential for driving traffic to these sites. Dr. Felix Simon from the Reuters Institute for the Study of Journalism points out the uncertainty surrounding the impact of AI overviews, noting that Google does not disclose click-through rates, making it challenging to gauge the full effect.
Moreover, DMG Media, the publisher of MailOnline and Metro, reported a potential drop in click-through rates by up to 89% due to AIO, which has led to claims that publishers are not adequately compensated for their content. David Higgerson, chief digital publisher at Reach, expressed concerns that Google benefits financially without providing sufficient incentives for content creation.
The introduction of AI tools by Google, such as the conversational-style AI Mode, raises further apprehensions among publishers about reduced referral traffic. Stuart Forrest of Bauer Media acknowledged the trend of declining clicks and referral traffic as publishers adapt to these challenges.
In response, some publishers have initiated legal actions against Google, urging the UK’s Competition and Markets Authority to intervene. Meanwhile, they are also seeking ways to adapt and optimize their content for visibility in AIO while exploring alternative routes to engage with audiences, such as through newsletters and messaging platforms.
Source: https://www.bbc.com/news/articles/c0mlvryx0exo?at_medium=RSS&at_campaign=rss