As Google continues to make significant strides in the field of artificial intelligence (AI), publishers find themselves grappling with a fresh set of challenges.

The tech giant’s ongoing efforts to integrate AI into its services and products are reshaping the digital landscape, impacting how content is created, distributed, and monetized.

Google’s AI advancements, including natural language processing and machine learning algorithms, have enabled the search engine to deliver more relevant and personalized content to users.

While this benefits the end-user experience, publishers must adapt to keep up with evolving SEO (search engine optimization) strategies.

If publishers want to prevent their content from being used by Google’s AI to help generate those summaries, they must use the same tool that would also prevent them from appearing in Google search results, rendering them virtually invisible on the web.

Searching for “Who is Jon Fosse” – the recent Nobel Prize in Literature winner – for instance, generates three paragraphs on the writer and his work. Drop-down buttons provide links to Fosse content on Wikipedia, NPR, The New York Times and other websites; additional links appear to the right of the summary.

Google says that the AI-generated overviews are synthesized from multiple web pages and that the links are designed to be a jumping off point to learn more. It describes SGE as an opt-in experiment for users, to help it evolve and improve the product, while it incorporates feedback from news publishers and others.

To publishers, the new search tool is the latest red flag in a decades-long relationship in which they have both struggled to compete against Google for online advertising, and relied on the tech giant for search traffic.