The launch of Google's new AI mode feature has triggered alarm among media houses in the US and Europe: Numerous publishers report declining visitor numbers, as users increasingly obtain answers directly from the AI-generated overviews without clicking on the original sources. Studies by Enders Analysis, Pew Research Center, and Authoritas show that up to 80 percent of users no longer click further in nearly half of their search queries.

For many publishers, the concern is acute. Immediate Media CEO Sean Cornwell speaks of a "clear downward trend" that could dramatically intensify in the coming years. His titles like Radio Times or Good Food are responding with a stronger focus on digital subscriptions and building author brands. Reach CEO Piers North also sees "a fundamental change" in the search ecosystem and urges a broader mix of direct readers, social media access, and newsletter connections.

In the USA, People Inc – formerly Dotdash Meredith – focuses on its own brand core. CEO Neil Vogel declares "Google Zero" as the guiding strategy and aims to directly engage readers with the company's dozens of titles in the future. Today, only about 30 percent of traffic comes from Google searches, down from 65 percent five years ago.

Google disagrees. According to search chief Liz Reid, organic clicks have remained stable overall, even though the distribution between individual websites is shifting. Clicks from pages with AI Overviews are of "higher quality," as users spend more time on the target pages afterward.

The industry is nevertheless searching for new sources of revenue. In addition to subscriptions, conferences, live events, and partnerships come to the fore. For Cornwell, diversification remains crucial: "It's about building a direct bond — through content that truly brings users back.