Rolling Stone Owner Sues Google Over AI Summaries and Falling Web Traffic

Penske Media, the proprietor of iconic titles such as Rolling Stone, Variety, and Billboard, has initiated legal proceedings against Google, alleging the technology giant has unlawfully utilised its journalism to create search engine summaries that reduce site visits. The publisher claims Google’s AI-powered “overviews” are directly damaging the digital media industry by displaying article content on the search page, thus minimising the incentive for users to click through to the original publication.

According to a statement from Penske, there is a duty to safeguard the future and integrity of digital journalism, now under threat from these emerging web practices. Legal representatives for Penske described Google’s conduct as a risk to journalism’s business foundations, suggesting that if such practices continue, the sustainability of quality independent publishing could be undermined.

Google has contested the accusations, with spokesperson Jose Castaneda emphasising that AI overviews help users find information efficiently and promote traffic to a broader range of sites. The company asserts that its search system still sends billions of clicks each day to external web properties, arguing that its innovations are creating more, not less, visibility for online publishers.

Yet, significant industry voices have reported steep declines in website referrals. DMG Media, owner of MailOnline and Metro, indicated it saw a drop of 89 per cent in user referrals attributable to Google’s AI summaries. The publisher contends that Google’s presentation of information is so comprehensive that users rarely continue to the original story.

Research from Enders Analysis cautions that predictable search traffic is no longer guaranteed in an era of artificial intelligence. Media analyst Douglas McCabe notes that publishers are facing diminishing returns as their articles are “used but not rewarded”. He identifies a shift in consumer behaviour, with audiences less inclined to seek out news directly from a publication’s website. This change poses an existential challenge to the traditional digital publishing model, where traffic and advertising revenue remain critically linked.

Penske Media’s case could set a precedent for how content rights and digital platform relationships are managed in the age of AI. Publishers will be watching closely to see whether the courts will act to redefine the rules for online content use and recompense.