Maybe you’ve already noticed it: when you Google something this month, the results page often shows a summarized answer directly, without the need to click on a link. This is because Google has launched its AI Overviews.
This is a strong example of digital disruption, which is defined as breaking down industry barriers, creating opportunity while destroying other business models. Traditionally, search engines acted as intermediaries: They promoted websites where publishers posted answers, and consumers clicked through. With AI-generated responses, this model is being disrupted by a substitute that keeps users on Google’s platform instead of sending them to publishers (Grzegorz Piechota, 2017; Li, 2025). This creates opportunities for platforms like Google and risks for the suppliers, so the publishers who fuel the AI bot. Consumers benefit from this shift as they get faster and more relevant answers to their questions.
The impact is already visible. The Daily Mail reported that “AI Overviews have fuelled a drop in click-through traffic to its sites by as much as 89%” (Sweney, 2025). This shows how quickly a technological shift can reshape industry dynamics, threatening the business models of news organizations that rely heavily on search traffic for visibility and advertising revenue.
Google can see itself as an ecosystem driver. In the ecosystem driver model, companies establish ecosystems by building trading relationships with other providers that offer complementary or even competing services. They provide a platform where participants conduct business, becoming the central hub or even the destination for users (Grzegorz Piechota, 2017; Li, 2025). The AI Overviews strengthen Google’s position, as consumers stay on its platform and publishers’ content fuels the ecosystem without users ever leaving Google. Supply and demand are formed around this platform.
In my opinion, publishers should start rethinking their models to defend themselves against this threat. By for example, experimenting with AI themselves or building a more direct audience relationship.
Sources:
Sweney, M. (2025, 10 september). ‘Existential crisis’: how Google’s shift to AI has upended the online news model. The Guardian. https://www.theguardian.com/media/2025/sep/06/existential-crisis-google-use-ai-search-upended-web-publishers-models
Li, T. (2025). Information Strategy Session 2 Theory [Presentatieslides]. Rotterdam School Of Management, Rotterdam, Zuid Holland, Nederland. Canvas. Geraadpleegd op 11 september 2025, van https://canvas.eur.nl/courses/53279/modulesGrzegorz Piechota. (2017, 31 maart). HBS prof. Thales Teixeira: How to respond to the digital disruption? [Video]. YouTube. https://www.youtube.com/watch?v=1SPtPsFoKL8
Author: Fleur van der Plas – 576468
