You must have noticed the AI Overviews on your Google search queries. An AI-generated summary of your query, synthesised from multiple sources, pops up at the top of your search results.

The AI Overviews were launched initially in the US, but are now available in more than a hundred countries. In many cases, these summaries are convenient because the user doesn’t have to skim through a long list of websites to extract relevant information.

According to the Pew Research Centre, AI summaries appeared in 18% of searches. While this may seem like a small number, these overviews have had significant implications for web traffic.

AI Overviews May Drive Many Websites to Extinction

It’s understood that AI overviews are convenient sources of information. Indeed, a study conducted on 900 US Google users by the Pew Research Centre found that they were less likely to click on links when they had access to AI-generated summaries.

For most users, the casual overviews are enough; they don’t feel the need to click on the links attached for reference. This naturally draws traffic away from many websites, such as those that sell content, that depend on Google clicks for revenue.

Google, however, has denied these claims, stating that they have not observed significant drops in aggregate web traffic as is being reported. The methodology of the Pew Research Study was also called into question.

Despite Google’s denials, there is sufficient evidence that AI Overviews has cut web traffic by significant margins. Lily Rose, Vice President of SEO Strategy and Research at the marketing agency Amsive, stated:

“But AI Overviews are cutting into traffic so dramatically that many sites are seeing 20%, 30%, even 40% declines in their revenue. It’s having a devastating impact and removing the incentive for a lot of people to create high-quality content.”

In a sense, Google is locking its users within a self-created cage, where users are discouraged from accessing sources of information.

How can Content Creators Respond to AI Overviews?

Google’s AI Overviews are going nowhere, and the tech giant will likely incorporate similar tools to boost revenue. Content creators and websites will have to adapt to meet this novel challenge.

First and foremost, creators should focus on niche, highly specialised content that would be difficult to replicate and summarise by AI tools. This will leave users with no option but to access the original source of information.

Secondly, creators should consider developing a licensing system where AI can only leverage or cite their content with direct approval and an accompanying fee.

Lastly, they should consider strengthening direct channels that don’t rely on Google. Subscriptions and newsletters can engage audiences beyond search dependency.

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