Google AI Mode: Search Revolution Threatens Publishers with Traffic Collapse

Google AI Mode represents a fundamental change in how users search for information. This experimental feature, available only in the United States, allows users to receive an AI-generated answer directly in search results. Barry Adams of Search Engine Journal warns of dramatic consequences for publishers worldwide.

AI Mode works using a technique called "query fan-out," in which numerous related queries are performed in the background. The results are then gathered, summarized, and integrated into an AI-generated answer. Google officially unveiled AI Mode at the Google I/O 2025 conference, where it emphasized that the feature is designed to "uncover even more of what the web has to offer" and find "incredible, hyper-relevant content."

After testing AI Mode, Adams acknowledges that the feature provides useful answers with detailed explanations. At the same time, however, he points out that there is less need to click through to source websites. Users often prefer to ask the AI another question rather than click through to a web page full of cookie consent forms, email pop-ups, and intrusive ads.

Dramatic Impact on News Websites

The impact of AI Mode on news websites is particularly problematic. Unlike AI Overviews, AI Mode provides summaries for almost any query, including news-related ones. Adams gives specific examples in which AI Mode answered news queries using only links to Wikipedia, while the standard search engine results page (SERP) included a Top Stories box featuring seven news stories.

This situation significantly shortens the lifespan of news stories. While in traditional search the news box remains for several days after a major event, in AI Mode news sources can quickly be replaced by links to Wikipedia. Adams gives the example of the query "who won Roland Garros 2025," for which standard Google displayed a rich news box, while AI Mode linked only to Wikipedia.

Alarming Decline in Click-Through Rates

One of the most serious problems is the expected low click-through rate (CTR) from AI answers to cited sources. Adams estimates that the click-through rate from AI Mode will likely be even lower than from AI Overviews. This means that publishers could see traffic from Google Search fall by 50% or more.

In its official statements, Google claims that AI Mode is intended to increase content discovery and "surface helpful links to the web." The company says that AI Overviews lead to more than 10% growth in queries and increased user activity. Nevertheless, in its latest documentation, Google strongly suggests reduced traffic and encourages publishers to "consider different conversion indicators on their sites."

Low User Adoption as Temporary Relief

The good news is the low user adoption of AI Mode. Similarweb data shows that usage of the AI Mode tab on Google.com in the United States stands at just over 1%. That is roughly half the popularity of the news tab, which is not particularly popular. Adams believes that Google may try to make AI Mode more prominent, perhaps by allowing users to click through from an AI Overview to AI Mode.

Three Survival Strategies for Publishers

Adams proposes three main survival strategies. The first is making use of the Google Discover feed, which could mitigate the impact as it expands to desktop Chrome browsers. Discover's expanded presence provides more opportunities for visibility. However, relying on Discover may encourage bad habits, as clickbait headlines and superficial journalism perform well in this feed.

The second strategy is diversifying traffic and revenue. Publishers need to grow through more channels than search alone. Paywalls appear inevitable for many publishers. Podcasts have become a cornerstone of many publishers' strategies—they are easy to produce and do not require many subscribers to be economically viable. Another format is video, particularly short-form video with cross-platform potential (YouTube, TikTok, Instagram). Email newsletters remain a popular channel with growing potential.

The third and most important strategy is building a strong publishing brand that audiences actively seek out. Brand visits remain unaffected even by AI Mode. When someone wants to visit a specific website, they go there directly. Brand strength translates into audience loyalty and makes it easier to persuade readers to install apps, subscribe to newsletters, or follow podcasts.

The Future and Optimization for AI

Ironically, a strong brand presence on the web is the foundation for optimizing AI visibility. Large language models (LLMs) are "regurgitators" of web content, so if a brand is frequently mentioned online, it is more likely to be cited as a source in LLM-generated answers.

In June 2025, Google began including AI Mode traffic data in Search Console reports. A click is counted when a user selects a link to an external page from AI Mode, while an impression is counted when a link is visible in AI Mode responses.

Google's AI Mode represents a fundamental shift in the digital landscape, with potentially dramatic consequences for publishers. While current low adoption provides temporary relief, publishers must prepare for the broader rollout of this technology and actively pursue diversification and strong brand-building strategies. The worst thing you can be as a publisher is forgettable.