Google says it is exploring the possibility of allowing publishers to opt out of having their website content used to generate AI previews at the top of search results.
In a blog post published Thursday, the company explained its approach to the controls it provides to websites to manage how their content appears in Search AI features. This message was Google’s response to the UK’s Competition and Markets Authority opening a consultation on potential new requirements for Google.
Google introduced its AI Overviews features, which place AI-generated summaries at the top of search results, in summer 2024. The company relies on information extracted from websites to generate overviews, and websites have been unable to opt out of Google using their content for this purpose.
As a direct result, many publishers and media organizations around the world have reported massive drops in click traffic, which is having a domino effect on revenue and their ability to produce the original content that Google relies on for previews.
Citing Google’s dominant position in the world of online search, the CMA on Wednesday proposed a set of measures intended to ensure producers of information and content receive fairer treatment in how their content is used by the company. These measures include the ability for publishers to opt out of having their content used to power AI features, such as AI presentation, or to train AI models outside of Google Search.
In its blog post, Google said it is “currently exploring updates to our controls to allow sites to specifically opt out of generative search AI features.” It was not made clear whether these controls would be available to publishers based outside the UK.
“Our goal is to protect the usefulness of search for people who want information quickly, while providing websites with the appropriate tools to manage their content,” the company said. “We look forward to participating in the CMA process and will continue discussions with website owners and other stakeholders on this topic.”
The company also said any new controls added should avoid disrupting Google Search “in a way that leads to a fragmented or confusing experience for people.” Its overall goal is to protect the “utility” of research.
CNET operates as a brand of Ziff Davis.
Screenshot by CNETIt’s worth noting that Google’s AI previews have repeatedly provided inaccurate information, including in the screenshot above, which mistakenly identifies CNET’s parent company as Red Ventures. (CNET is currently owned by Ziff Davis.) One could argue that this represents an example of the “fragmented and confusing experience” that Google says it wants to avoid.
The CMA said it would wait a year to announce the results of the consultation and whether it planned to take further action. In the meantime, Google said it hoped it could find a way forward “that provides even more choice for website owners and publishers.”
