Google's early attempt to pay websites for AI answers is struggling

Google's shift to AI-powered search has upended the way the world's largest search engine generates web traffic, rankling large and small publishers alike. In recent months, the company has experimented with paying publishers when their content appears in AI answers, but a new report claims the payouts in this pilot program are miniscule. That has publishers in the program, as well as those watching from the sidelines, feeling skeptical.

According to The Information, Google has admitted about 100 publishers to the AI contribution pilot. The pitch is that websites can get payments from Google when their content materially contributes to Gemini-powered search results like an AI Overview. Google has long resisted the idea of direct payments to publishers, arguing that websites get traffic in exchange for allowing Google bots to scrape their content for use in search and knowledge graph tools. In the age of AI, that relationship is breaking down, hence the AI pilot.

So far, publishers aren't getting …