Google’s AI summaries are now moving into Google Discover, threatening to accelerate the shift toward “zero-click” consumption and further squeeze publisher traffic and revenue. For media companies that haven’t already adapted their SEO and content strategy to an AI-driven ecosystem, the next wave of algorithm updates could hit even harder.
In an initial phase, these AI-driven responses were introduced in Google’s traditional search engine. As we’ve previously reported, some publishers have experienced traffic declines of up to 80 percent since the summer.
Google is now extending this approach to Google Discover. For publishers who failed to react to the traffic losses and warning signals seen over the summer, even tougher times now lie ahead.
A significant source of traffic for many media companies and niche publishers
As in Google Search, users are now presented with answers, context, or conclusions directly within the Discover scrolling feed – without the need to click on a link. This creates an increased concern among publishers and media organizations, who fear losing even more revenue.
This summer, Google released a new core update intended to refine the algorithms that determine search results. As many publishers have observed, such updates can have both positive or negative effects on organic visibility, including performance within Discover.
Google is making these changes partly to improve the search experience for users – which has long been criticized for gradually deteriorating – and partly to compete more aggressively with the major AI platforms.
Google, whose stock dropped sharply last spring, wants to keep users within its ecosystem in order to generate more revenue from ad exposure. The consequence is that publishers receive less and less traffic.
Since December 11, another core update has been underway – alongside an experiment that could reshape the Discover feed in the long term. This is not good news for media companies and publishers that haven’t prioritized digital optimization for search engines and AI.
Updates are being rolled out internationally
With AI, a new era of how we search and consume information online is in full swing, redrawing the playing field for websites worldwide. The growing tendency for users to seek answers directly through AI tools has already caused concern, but AI summaries within the traffic-driving discovery tool Google Discover further intensify fears of “zero-click” behavior. The perception is that publishers could see their traffic cut in half in an instant.
At present, Google is piloting AI-driven article summaries in international Discover feeds for selected international publishers (e.g., The Guardian, El País, The Times of India, The Washington Post) to provide users with more context before clicking. For now, testing is being conducted cautiously and is limited to the lower segments of the Discover feed.
Social media content integrated into Discover
In parallel with AI summaries, Google Discover is also experimenting with integrating social media into the feed. In particular, platforms such as YouTube and X are being given more prominence among results, and it also appears likely that Meta’s apps Facebook and Instagram will be included.
In the near future, we may therefore see a feed where articles are mixed with AI-summarized news, YouTube videos, and posts from X, Facebook, and Instagram. The underlying reason for this development is to keep users within the tech giants’ ecosystems.
Should publishers reduce their dependence on Google Discover?
Short answer: no.
However, in the AI era, it is no longer sufficient to rely on a single traffic source.
As industry experts have long pointed out, traffic source diversification is crucial. This means publishers must broaden their digital presence and begin working in a more data-driven and strategic manner. This transformation is something we at Concept X have already helped many publishers achieve – with measurable and successful results.
From gut feeling to data-driven growth
To succeed in today’s landscape requires more than traditional SEO. Publishers must be adapted to how Google, AI-driven feeds, and user behavior actually function in practice. This involves combining correct SEO structure with genuine AI and content expertise – not just what is often promised by web agencies, but rarely fully delivered.
The key lies in understanding what Google prioritizes in its feeds. Increasingly, this is about content built around user interest rather than broad news distribution. Standardized news, such as press releases distributed via services like TT and Ritzau, is easy for Google and AI systems to summarize and replace.
By contrast, unique perspectives, analysis, expert knowledge, and editorial depth are far more difficult to replicate. This type of content therefore becomes increasingly important for long-term visibility and traffic.
Google Discover is not a news channel – it is an interest channel
A common misconception is that Google Discover functions like a traditional news feed. In reality, it is a personalized, AI-driven interest feed in which each user sees different content based on their behavior.
Publishers who understand this – and produce content accordingly – have a significant advantage. Discover should not be viewed as a channel for “quick news,” but rather as an opportunity to build recurring, loyal traffic based on interest and relevance. This is also why Google has stated that AI-written content is not desirable in these feeds.
Publishers that succeed in combining…
- deep data insights
- technically and editorially optimized websites
- content adapted to future SEO and AI criteria
…will also be the ones who will be the most richly rewarded further on.
This specialized expertise is at the core of what we offer at Concept X.
Have you lost traffic – or want to secure your organization for the future?
Has your website been negatively affected by Google’s updates?
Or does your organization need to prepare for the next phase of search, AI, and content distribution?
Concept X’s experts are happy to assist with analysis, strategy, and hands-on implementation – from data to results. Contact us for advisory support today.
