No Decline from Google's AI Yet – What Publishers Should Pay Attention To

Since the introduction of "AI Overviews" (AIO for short), many publishers have been increasingly worried: What happens if Google starts answering users’ questions directly - without anyone clicking through to journalistic content?

In the U.S., the term “Zero Search Traffic” is already making the rounds. And in Germany, the new AIO feature was rolled out in March 2025. However, a significant drop in search traffic for regional and local media has yet to be observed. This is confirmed by current benchmark data from Upscore for the month of August 2025.

31 Percent Search Share – Stable Figures Despite AIO

In our sample of 35 regional and local news websites, the current share of search engine traffic stands at 31%. This is almost identical to the March figure (30%) - the time when AIO was introduced in Germany - and clearly above last year's level (28%).

Compared to July (36%), there is a slight decline, but this fluctuation remains within the normal range.

So far, there's no sign of a “search disaster.”
But why is that?

Keyword or Question? It Makes a Big Difference for Google

The reason lies in how AIO currently works: Google primarily displays AI-generated answers for actual questions - not for traditional keyword searches. And those keyword-based searches still dominate user behavior.

An example:
First search: “News Altona” → traditional list of links to news sites
Second search: “What news is there in Altona?” → AIO with an AI-generated overview

On average, users enter just two words into Google Search. They expect Google to deliver relevant results with that - and usually get a standard list of links.

Change Is Coming – But Not Overnight

For publishers, this means: Major traffic losses are not happening—at least not yet. Real impact from AI Overviews (AIOs) will only become visible once not just the technology evolves, but user search behavior shifts as well. These habits change slowly - clear and measurable effects are likely to emerge starting in mid-2026.

Conclusion: No Reason to Panic – But Time to Prepare

Current data offers short-term reassurance- but not a reason to relax. As question-based searches become more common, AI-generated answers could indeed pose a threat to visibility and reach.
Those who start rethinking their content strategy and discoverability now will have a clear advantage.

Joachim Dreykluft is Head of Data & AI Strategies bei Upscore