The news that the European Commission is investigating whether Google breached EU competition rules marks a moment of introspection for the comms industry.
The regulatory scrutiny centres on Google using publishers' content for AI purposes without appropriate compensation. While a fine may be heading in Google's direction, the underlying story is far more significant. We are witnessing a fundamental shift in our understanding of the value of digital PR and AI search engine optimisation.
For years, the PR press office mechanism has been relatively straightforward:
- Secure high domain authority coverage
- Watch those backlinks boost clients’ search rankings
- Enjoy the associated traffic that follows
However, AI-generated search results now display a summary of content rather than pages of direct links. For online publishers, and any business model contingent on web traffic, reduced clicks equal revenue losses.
We are facing an uncomfortable reality that upends this entire model.
The catch-22 for PR
There is a paradox at play. PR professionals have long championed the value of securing coverage on high domain authority news sites. We know that Google's algorithms reward citations from these trusted sources.
Yet, those same sites are now the ones most likely to be referenced in AI-generated summaries.
Your brand might achieve the coveted goal of being mentioned alongside premium publishers in an AI overview. However, the very publishers who covered you receive virtually no click-through traffic. It is a Pyrrhic victory for the digital age.
It seems AI-powered search results are keeping users on the results page rather than driving them to source websites. A recent report from the Pew Research Center indicated that users only click through to a top-cited website once in every 100 searches featuring AI summaries.
If this trend continues, what does this mean for the news organisations and content creators who have been a cornerstone of digital PR strategy?
The publisher's dilemma
It is a genuine catch-22. Publishers need to create authoritative content to remain relevant and be cited by AI search. But if those citations don't translate into traffic, ad revenue disappears.
Without revenue, quality journalism becomes unsustainable. And without quality content, AI search tools have nothing authoritative to cite. It is a recipe for AI ‘slop’ and echo chambers.
This isn't just a problem for publishers; it is a marked challenge for brands. The metrics we have relied on to demonstrate value are being disrupted:
- Domain authority: Still relevant, but less visible
- Backlinks: Devalued if no one clicks them
- Referral traffic: Significantly reduced by zero-click searches
When a potential customer finds your product mentioned in an AI summary alongside glowing coverage, but never visits the publication's website, how do we attribute that value?
The role of an AI search optimisation agency
The EU investigation brings this tension firmly into public consciousness. Teresa Ribera, the European Commission's executive vice-president, noted they are investigating whether Google imposed unfair terms on publishers while disadvantaging rival AI developers.
The regulatory landscape is trying to catch up. However, the rules of engagement are changing faster than legislation.
As a specialist AI search optimisation agency, Antidote Communications knows this uncertainty demands a different approach. We are helping brands navigate the strategic ambiguity of this transition period.
Through our CommsTech approach and ECHO offering, we help clients understand where they rank in AI-generated search results. We develop strategies to ensure AI search optimisation is built into their narrative, maximising visibility within target prompts.
Rewriting the rulebook
The reality is that AI search isn't going away. Google, OpenAI's SearchGPT, Perplexity, and Claude are competing hard to become the primary interface for information.
Brands need partners who understand both the traditional levers of search and the emerging dynamics of AI. This means:
- Rethinking content strategy
- Diversifying distribution
- Building direct relationships with audiences rather than relying solely on traditional publishers
We are committed to helping our clients stay ahead of these shifts, building communication strategies that deliver value regardless of how search continues to evolve.
Stay tuned for the second part in this series where we'll explore some theories as to how the market will adjust into 2026 and beyond.
