The winners and losers of Google’s AI Mode

Google’s rollout of AI Mode to search has rattled publishers, reinforcing fears of a future where the platform stops sending traffic to publishers’ sites outright in lieu of their AI-generated summaries. 

While that may still be a ways away, Google’s other generative AI search feature AI Overviews has already given publishers a glimpse into a future of Google search without the classic blue links. Daily Mail reported a nearly 44% lower clickthrough rate since the debut of AI Overviews. Another publishing exec told Digiday they had seen a 1-4% decline in page views.

So who stands to gain from AI Mode? And what else is threatened by Google’s integration of AI in search?

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