The AI-enabled search experience – A new crisis or emerging chances for growth?
The Google AI result has dramatically changed the way people interact with search. Since Google launched its AI-generated search experiences in 2024, ad publishers have seen major shifts in traffic, user behavior, and advertising effectiveness. The core concern is that users now get answers directly from the search page, often without visiting external sites. As fewer users click through to publisher websites, impressions and revenue decline. However, this new AI-centered approach also introduces fresh opportunities for visibility and monetization, if publishers are prepared to evolve.
Google AI Search Result explained: AI Overviews and AI Mode
In the past, a Google search meant typing a query and scrolling through a list of blue links. But with the rise of the Google AI result, search has become faster and more interactive.
- AI Overviews: This feature presents a short, AI-generated summary at the top of many search results pages. It pulls content from multiple websites and offers users a direct answer to their query. More than 20% of informational searches now include an AI Overview, and that number continues to grow.
- AI Mode: This newly introduced feature is a conversation-style search experience which resembles a chatbot. Users can ask one question and then follow up with more to expand their discussion with Google. Powered by Google’s Gemini AI models, AI Mode yields detailed, natural-sounding answers. However, unlike AI Overviews, this feature is still not widely available.
These features have completely reimagined what a Google search is like. Instead of directing users to websites, Google now acts more like an expert who addresses questions directly with relevant and conversational responses.
Google AI result may cause publishers to lose clicks
Reduced traffic
According to The Guardian, a study noted that AI overviews may reduce clickthroughs by up to 80%. As a result, publishers, especially those relying on organic search visitors, are concerned about a sharp decline in their ad revenue.
Changing user behavior
Because Google AI results provide concise and direct answers, users are less inclined to click through traditional search listings. As a result, the long-standing “search and click” model that ad publishers have depended on to drive organic traffic is becoming less effective.
How AI Overviews offers a new playing field for publishers
New advertising opportunities in Google AI results
Google has started placing ads underneath AI Overviews and AI mode. Placing ads in the latter is particularly note-worthy because due to AI Mode’s nature as an ongoing conversation, ads can evolve and update as the discussion progresses. This creates new opportunities for advertisers to boost presence, especially those in ecommerce.
Extending exposure beyond ranking
Research shows that while 52% of sources in Google AI Overviews come from the top 10 search results, smaller sites outside the top rankings are still frequently cited. In fact, a SurfSEO study found that the top 10 domains often drive more traffic than those highlighted in AI Overviews. This means publishers have new opportunities to appear in AI results even without ranking in the top SERPs.
How publishers can win in the age of AI-enabled search
The rise of Google’s AI results is reshaping how traffic flows online. For publishers, adapting to these changes requires both a reimagined strategy and a broader set of priorities
Optimizing for AI search results
Publishers need to create content tailored to AI’s way of processing information focused on answering specific questions users ask, often framed in natural language. This means structuring content with clear, concise answers, FAQ sections, lists, and data tables to make it easier for AI to cite and present in summary results (AI Overviews). The goal is to be cited directly by AI rather than just ranked traditionally on search pages.
Focusing on unique, high-quality niche content
To stand out, publishers must produce exclusive and original content that AI cannot easily replicate, such as guidebooks, whitepapers, interviews, and proprietary data. This increases the likelihood of being recognized as valuable sources by AI-driven search systems.
Adjusting key performance metrics
Classic metrics like clicks and rank positions are less reliable due to an increase in zero-click searches facilitated by AI. Publishers and advertisers should shift toward marketing mix modeling, incrementality testing, and AI citation tracking to better gauge content influence and campaign effectiveness.
Enhancing user engagement
Zero-click searches driven by AI often keep users within Google’s ecosystem, which means publishers need new ways to engage their audiences directly. Developing richer, interactive formats, such as videos, podcasts, and interactive tools, can provide value that goes beyond static web pages. In addition, building direct communication channels through newsletters and social media helps establish deeper connections with users and reduces dependency on search traffic alone.
Google AI-driven search is rewriting the rules – Are publishers ready?
The evolution of search through the Google AI result and AI Overview is reshaping how content is discovered and monetized online. While traffic from traditional search is declining, new forms of visibility and monetization are emerging, but in different formats and channels. To stay competitive, ad publishers must act quickly. This means optimizing for AI-generated features, diversifying traffic sources, and building content that stands out in a landscape increasingly curated by algorithms. Those who understand and adapt to the mechanics of AI Overview and the broader Google AI result system will be in the best position to thrive as search continues to evolve.
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