Google AI Mode Is Undermining Original Journalism, Warns Press Gazette

Why publishers are raising red flags as AI search changes the rules of online news visibility

Saurabh Chauhan 3 weeks agoLast Updated: June 9, 2025

51 3 minutes read

Google’s recently expanded AI Mode for Search is drawing fire from major news publishers and media analysts, who say the feature drastically reduces visibility for original reporting — potentially undermining the financial viability of online journalism.

Unveiled to all U.S. users on May 20, Google AI Mode replaces traditional search results with AI-generated summaries that often fail to credit the origin of major stories. According to an in-depth analysis by Press Gazette UK, this new experience may be convenient for users, but it could also accelerate the erosion of the open web’s most vital pillar: independent journalism.

Google AI Mode: A New Search Paradigm With Big Risks for News Sites

Unlike Google’s AI Overviews, which sit atop classic search results, AI Mode is a separate tab that offers long, synthesized answers to queries — akin to using tools like Perplexity AI. Within this experience, publisher links appear as a sidebar or are embedded sparingly in the generated text. However, as Press Gazette found, these links often fail to credit original sources.

In one telling example, Google’s AI Mode was asked about Press Gazette’s own investigative reporting on fake expert commentators in mainstream media. The AI-generated answer did not cite Press Gazette at all, instead referencing three follow-up stories by other outlets.

This content mismatch could have serious consequences. Users get the full story upfront, while the actual publisher sees little to no return in terms of traffic or recognition.

‘The Definition of Theft’: Industry Voices Sound the Alarm

Danielle Coffey, CEO of the News/Media Alliance — which represents some of the biggest U.S. publishers — minced no words in response. “Now Google just takes content by force and uses it with no return — the definition of theft,” she told Press Gazette. “The Department of Justice remedies must address this to prevent continued domination of the internet by one company.”

The core issue is that publishers cannot opt out of AI Mode without completely removing themselves from Google Search. During Google’s antitrust trial, internal communications revealed that the tech giant had no intention of seeking publisher consent for inclusion in AI-driven search.

Liz Reid, Google’s Head of Search, said offering opt-outs for specific features would create “enormous complexity.” In practice, this locks publishers into an ecosystem where their content may be paraphrased or cited without fair attribution — and without user clickthroughs.

AI Mode and Overviews: Traffic Sinkholes in Disguise?

Google claims that AI Overviews — its precursor to AI Mode — have led to a 10% increase in searches. But publishers aren’t buying it.

Data from Similarweb cited by Press Gazette shows a stark 27% drop in year-on-year traffic to the world’s top 500 news publishers. SEO strategists like Lily Ray and Patrick Stox have raised red flags, noting that AI Mode traffic is nearly impossible to track and initially showed up as “direct traffic” due to a ‘noreferrer’ attribute. Although this has now been removed, there’s still no clear way to distinguish between clicks from traditional search and AI Mode.

Google CEO Sundar Pichai insists that AI features are sending “higher-quality referral traffic,” based on dwell time. However, the company has yet to release supporting data — a move that leaves many in the publishing world skeptical.

A Call for ‘Authentic, Person-Led Content’

With the traditional ad-driven model for news websites faltering, experts believe AI-powered search demands a new survival strategy.

“The traditional advertising-driven approach is dying,” said Mark Kember, head of content at UK-based digital firm Onebite. “The whole web will become a giant Wikipedia engine for AI attention.”

Kember argues that the future belongs to publishers who build a distinct voice and produce content that AI tools can’t easily mimic. Creative storytelling, deep reporting, and niche expertise — especially in B2B sectors — may be key differentiators.

SEO expert Chloe Smith of Blue Array concurs: “Browsing using AI Mode removes the ability for users to dig deeper unless a site is specifically linked. Publishers must adapt and create content that resonates beyond search.”

What Comes Next?

As AI reshapes the way we find and consume information, publishers face an urgent challenge: how to remain relevant and financially sustainable in a landscape dominated by synthetic content and minimal attribution.

Whether through policy intervention, collective negotiation, or content innovation, the publishing industry is now confronting an uncomfortable reality — Google’s AI search may prioritize convenience, but it comes at the cost of original journalism.

This article is sourced and adapted from Press Gazette UK.

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Author Profile

Saurabh Chauhan

Editor - Tech & Ai at Hindustan Herald

Saurabh Chauhan is a tech-savvy eLearning specialist with a keen focus on xAPI, SCORM, LMS, and LRS. As co-founder of SV Tech World on YouTube, he explored gadgets and digital tools. At Hindustan Herald, he now breaks down complex tech topics, making innovation accessible and relevant for curious minds.