5:36 pm - February 11, 2026
The feature was launched in the US on Tuesday and will roll out internationally soon.
Google’s launch of “AI Mode” in its search results has reignited fears among publishers already reeling from the impact of its AI Overviews feature, which they say has slashed referral traffic and put business models at risk.
AI Mode, which began rolling out in the US this week, gives users the option to toggle into a conversational interface powered by generative AI. It offers AI-generated summaries and suggestions in response to queries, drawing on information from across the web but often surfacing answers directly in the search experience, without a need to click through to source material.
Publishers warn the feature could accelerate a trend already visible with the introduction of AI Overviews: users getting the answers they need from Google itself, and not from the original journalism that underpins it.
Research from SEO platform SE Ranking suggests the impact is already significant. In an analysis of over 140,000 AI Overviews responses, nearly 43% directed users to other Google properties. External publishers – especially news outlets – struggled to gain visibility, with many links buried or omitted altogether. The average user clicked through to an external site only after 10 interactions within Google’s ecosystem, according to the study.
That closed-loop experience has prompted criticism from publishers, who argue that Google is profiting from their content while giving less back in return. News sites, which have long depended on organic search traffic, are especially vulnerable. Several have reported double-digit declines in Google referrals since the AI Overviews rollout, leading to renewed pressure to diversify traffic sources and rethink SEO strategies.
AI Mode appears set to intensify those challenges. It places Google at the centre of a personalised, conversational experience, offering direct answers, follow-ups and curated links, all underpinned by AI models that are trained on the web. While links to original content do appear, they are often deprioritised, especially when the AI-generated response sufficiently answers the user’s question.
Publishers also fear a lack of transparency. It is unclear how sources are chosen for AI summaries, how traffic is measured, or whether those whose content is used will be fairly compensated. Google has promised updates to improve attribution and accuracy, especially after several high-profile errors in early iterations of AI Overviews.
For now, Google maintains that AI Mode is intended to help users “get more done,” and insists it is committed to supporting a healthy web ecosystem. It has also offered licensing deals to some publishers. But critics argue such deals fall short of systemic reform and do little to address structural imbalances in the digital advertising economy.
Source: Noah Wire Services
- https://www.campaignasia.com/article/rethinking-seo-how-googles-ai-overviews-are-changing-the-game/502158 – Please view link – unable to able to access data
- https://apnews.com/article/5b0cdc59870508dab856227185cb8e23 – Google has introduced ‘AI Mode’ to its search engine, initially available to all users in the U.S., with a global rollout planned for later. Powered by its Gemini 2.5 model, this feature enables more conversational interactions and adds new capabilities such as automatic concert ticket purchases and live video search. Additionally, Google’s AI Overviews in search now reach 1.5 billion users monthly, summarizing information from multiple web pages to help users quickly grasp complex topics. Launched last May in the U.S. and in other countries last August, AI Overviews have contributed to a 10% year-over-year growth in Google’s search revenue, reaching US$50.7 billion. However, analysis from Ahrefs indicates a 34.5% reduction in click-through rates (CTR) for top-ranking pages, challenging Google’s claims that AI Overviews improve user engagement. Furthermore, AI-generated overviews are placed above traditional web links, raising concerns among online publishers about reduced traffic referrals from Google’s search engine.
- https://www.amsive.com/insights/seo/google-ai-overviews-new-research-reveals-how-to-navigate-click-drop-off/ – A study by Amsive analyzed 700,000 keywords across 10 websites in five key industries—finance, education, SaaS, healthcare, and pets—to understand the impact of Google’s AI Overviews on click-through rates (CTR). The findings revealed that keywords triggering AI Overviews experienced an average CTR decline of 15.5%. Branded keywords that triggered AI Overviews saw a CTR increase of 18.68%, while non-branded keywords experienced a sharper decline of 19.98%. Keywords ranking outside the top three positions faced a larger CTR decline of 27.04%. The study also noted that keywords triggering both AI Overviews and Featured Snippets saw the largest drop in CTR, averaging a 37.04% decrease. These insights suggest that AI Overviews are significantly affecting organic search traffic, particularly for non-branded terms and lower-ranking positions.
- https://www.reuters.com/business/google-unveil-ai-upgrades-io-conference-amid-search-challenges-2025-05-20/ – At its annual I/O developer conference, Google is set to unveil new artificial intelligence (AI) advancements amid increasing scrutiny of its core search business. The rise of generative AI, notably from competitors like Microsoft-backed OpenAI’s ChatGPT, has challenged Google’s dominance in organizing internet information. Google is responding by showcasing updates to its Gemini AI models and expanding AI integration into its search engine—using features like AI Overviews and AI Mode to generate more intelligent, contextual responses. The company is making significant investments in AI, allocating $75 billion in capital expenditures for 2025, up from $52.5 billion in 2024. Despite advancements, Google’s search advertising business—which generated the bulk of its $350 billion revenue in 2024—is under pressure. A recent disclosure during an antitrust lawsuit revealed a decline in Safari browser searches, contributing to a $150 billion drop in Alphabet’s market value. Analysts now estimate Google’s search market share at 65%-70%, significantly lower than traditional metrics. These shifts, along with ongoing antitrust cases, could reshape Google’s leadership in digital search.
- https://www.searchenginejournal.com/google-ctr-study-ai-overviews-rise-as-click-rates-decline/541465/ – A study by Advanced Web Ranking (AWR) examined changes in click-through rates (CTR) across industries in relation to Google’s AI Overviews. The data revealed that AI Overviews appeared in 42.51% of search results in Q4, an increase of 8.83 percentage points from the previous quarter. With this rise, CTRs for informational queries dropped significantly. Websites in the top four positions for searches using terms like ‘what,’ ‘when,’ ‘where,’ and ‘how’ saw a combined decrease of 7.31 percentage points in desktop CTRs. The study suggests that the surge in AI Overviews may be impacting CTRs for organic listings, as informational content is increasingly being overtaken by these AI-generated summaries.
- https://www.greenlanemarketing.com/resources/articles/turning-again-the-unfortunate-future-of-organic-clicks – The integration of Google’s AI Overviews into search results has led to a significant decline in organic click-through rates (CTR). Studies indicate that when an AI Overview is present, organic CTR drops from around 2.94% to 0.84%, a nearly 70% decline. This zero-click phenomenon mirrors earlier trends seen with featured snippets but on a larger scale. Interestingly, websites cited directly in these overviews tend to recoup some of their lost clicks. However, the overall reduction in traffic remains a challenge, especially for informational queries where AI summaries are most prevalent. The impact varies across industries, with sectors like health, tech, and education bearing the brunt of these changes.
- https://www.mediaweek.com.au/googles-ai-overviews-linked-to-sharp-ctr-declines-say-seo-experts/ – Research indicates that Google’s AI Overviews are linked to significant declines in click-through rates (CTR). Amsive’s study found that branded keywords triggering AI Overviews saw a CTR increase of 18.68%, while non-branded keywords experienced a decline of 19.98%. The study also noted that keywords ranking outside the top three positions faced a larger CTR decline of 27.04%. These findings suggest that AI Overviews are significantly affecting organic search traffic, particularly for non-branded terms and lower-ranking positions. SEO experts emphasize the need for content creators and marketers to adapt their strategies to mitigate potential traffic losses due to AI Overviews.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative discusses recent developments in Google’s AI capabilities, specifically the ‘AI Mode’ and its impact on SEO. The content is generally fresh, but there are no specific dates mentioned in the narrative itself.
Quotes check
Score:
6
Notes:
Direct quotes are included from Gary Cheung and Bob Du, but without specific dates of their statements. The lack of online sources for these quotes makes it difficult to verify their origin.
Source reliability
Score:
8
Notes:
The narrative originates from Campaign Asia, a reputable digital media and marketing publication. However, the reliability of the specific data and quotes within the narrative depends on the credibility of the sources cited, such as Ahrefs and Amsive.
Plausability check
Score:
9
Notes:
The claims about Google’s AI Overviews affecting SEO strategies and publisher traffic are plausible, given the context of the evolving digital landscape and the impact of AI on search results.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is generally fresh, discussing recent developments in Google’s AI search capabilities and their impact on SEO. The reliability of the source is high, and the claims made are plausible. However, the verification of specific quotes is limited.
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