Google’s recent rollout of its AI Mode in the UK has sparked outrage within the online publishing industry, accused of further undermining publishers. Powered by the Gemini 2.5 language model, AI Mode allows users to search via text, voice, or images, generating natural-language responses while sidelining traditional search results. Critics argue that this feature, alongside the controversial AI Overviews, keeps users locked within Google’s ecosystem and diminishes traffic to third-party websites. Owen Meredith of the News Media Association emphasized the dangers of Google leveraging its dominance to exploit original content without fair compensation. Meanwhile, a study revealed users rarely click on links when AI summaries are present. Publishers have filed antitrust complaints against Google, seeking protective measures against potential revenue losses. As SEO lead Jade Powter noted, while the evolution of search continues, adapting to these changes is essential for maintaining audience engagement and driving conversions in an increasingly AI-driven landscape.
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