Google’s search is changing again, and this time publishers may get more control. Google is testing a way for websites to opt out of having their content used in AI-generated search summaries, while still staying visible in normal search results. This move comes after growing pressure from regulators and publishers who worry about traffic loss, content usage, and long-term sustainability as AI search expands.
What’s happening right now
Google is talking about giving website owners a tool to tell Google not to use their content in things like AI Overviews (AI summaries shown in search) and AI Mode, which are parts of Google’s generative AI search features. This comes after pressure from regulators, especially in the UK, who want more control for publishers over how their content is used.
Why this matters for sites
AI Overviews generate quick summaries from content across the web so users may not click through to the original article. That can cut traffic for publishers and news sites because users get the answers they need without visiting those sites.
What regulators are doing
In the UK, the Competition and Markets Authority (CMA) wants rules that let websites opt out of having their material used in AI Search features without losing visibility in regular search results. They also want better transparency, proper attribution of sources, and fair ranking in search. This is part of broader efforts to limit the power of big tech in online search.
Google’s response
Google says it’s exploring updates so sites can opt out of AI features. They want these controls to work without breaking the overall search experience for users. Google already lets site owners use standards like robots.txt and other controls for how content appears in search, and now they want to build on that to include AI tools.
Next steps
The CMA’s proposals are open for public consultation until late February 2026. After that, rules or requirements might be finalized. Google and publishers will likely keep talking about how these opt-out options should work in practice.
In simple terms, this means publishers might soon choose whether their site’s text gets pulled into Google’s AI summaries, giving them more say over how their work is used and helping protect traffic that feeds their business.
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