Alphabet Inc Google's (GOOG  ) (GOOGL  ) integration of artificial intelligence into its search functionality raises significant concerns among publishers like the Atlantic.

The magazine, which relies heavily on Google for about 40% of its web traffic, fears that Google's AI-enhanced search could answer user queries directly, thus reducing the need for users to visit external sites.

A study by the Atlantic found that an AI-powered Google search could potentially satisfy user inquiries 75% of the time, leading to a significant decrease in traffic to their website, the Wall Street Journal reports.

Google has been actively testing its "Search Generative Experience" with approximately 10 million users, indicating a commitment to embed AI deeply into its search engine.

This move highlights the growing dependence of media outlets on technology companies for content distribution.

This reliance has already seen a downturn due to reduced traffic from social media platforms like Meta Platforms Inc (META  ) and Twitter. The concern is that Google's AI search could exacerbate this trend.

Publishers are particularly worried about losing a substantial portion of their Google-generated traffic, as nearly 40% of media traffic comes from Google.

The fear is that 20-40% of this traffic could diminish if Google's AI search becomes mainstream. Adding to the complexity is that Google partially trained its AI search using publishers' content, leading to debates over legal and ethical implications.

As a response, publishers are engaging in a multifaceted dialogue with Google.

While they recognize the potential benefits of AI tools in content creation, they also demand protections for their businesses against traffic losses due to AI-powered search tools.

Furthermore, publishers like News Corp (NWSA  ) and the New York Times Co (NYT  ), which have commercial relationships with Google, are expressing concerns over AI's impact, particularly the unauthorized use of their content for AI training.

The situation has led some publishers to consider blocking AI tools from crawling their content.

However, this presents a dilemma, as blocking Google could impact their search engine indexing and online visibility.

Google has introduced a new tool, Google-Extended, allowing publishers to exempt their content from AI training in some Google tools, but this exemption does not extend to AI-powered search.

This policy remains a contentious issue between Google and publishers, with many in the industry seeking a balance between the benefits and risks of AI in digital publishing.

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