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Close-up of a person’s’ using Google A mode. (Photography Smith Collection / Gado / Getty Images)
Gado via Getty Images
Google only telegraphed that it was at the top of the implementation of one of the biggest changes in the internet search, and it was probably likely to set the alarm ringtone through the publishing industry.
Robby Stein, Google Search VP products, announced on x On Friday that users can now open Google NEW A AI mode by going directly to go Google.com/Iiai. MINUTE LATER, LOGAN KILPATRICK – Head of Deep Product, Gemini and All Google’s products – took things to a step further: the appropriate user who commented “must be the default” for Google search, Kilpatrick is a change “Soon.“
Its occasional confirmation, unnecessary to say that life will do much more difficult than it is already in the business of publishing digital content – especially news that depend on traffic searches.
Google’s and reviews, containing content that Google synthesized from the website, has been involved, but had a profound impact on traffic that goes to external sites. Because whoever needs to click on the actual website, when Google just opens the answer from that website and it loads it at the top of the search results page?
And the regime, in the meantime, will do the problem worse.
Making AI Mode Default is Google Search
In this mode instead of typing normally search queryThe user can be turned on in the back and forth with what is basically a Google Chatbot that crawls the Internet, replies the answers and pushes the publisher links to the page. Where basically no one will communicate with them.
The irony is difficult to miss. The KS user that drew Kilpatrick’s commentary said that too much effort to click one additional button to reach the AI mode. But it is the problem of the issuer face – readers rarely click next to Google AI answers to get to the original articles.
And the mode will “soon” be the default option of Google search.
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All this, of course, threatens to speed up what many in media circles describe as “Google zero”, in which the Diva searches (a search giant, by the way to claim the American government. monopolist) ceases to send any traffic to that or that external page. Indeed, the damage is already done.
According to data from similar, for example, for example, Business insider’s Traffic searches 55% between April 2022 and April 2025. years, and Huffpost is more than 50%.
And a recent study It was then done according to digital content, whose members included New York Times, Conde Nast and Wok, found falling drops for referral in as much as 25% during eight weeks between May and June this year. Other reports confirm the same trend: more and more searches are satisfied before the user ever remains Google.
The whole Ai Enterprise is somehow as search giant spreading the Internet version Cliffsnotes, while printers and brands that have done actual work Google giving something to go to footnotes in the first place. Yes, among other things, they attack the tracks forward. But the challenge scale should not be underestimated.
If you apologize, when a and mode becomes the default way to billions of people start using Google, a traditional publishing business model will not only be under voltage. It will be under the siege, to put it slightly.
