Google is facing renewed scrutiny after reports emerged that it is asking publishers to grant broader access to their content as part of a new artificial intelligence initiative tied to its search business.

According to reports, the technology giant has been inviting news and entertainment publishers to join a pilot program that increases the visibility of their articles within AI Overviews, the AI-generated summaries that appear at the top of Google Search results. Greater exposure could help publishers recover some of the web traffic lost since the feature launched.

However, participation reportedly comes with expanded licensing terms that may allow Google to use publishers’ content for AI-related purposes, including training future models. The proposal has prompted concern across the publishing industry, with some media organisations questioning whether the additional rights are being offered without increased financial compensation.

The reported changes also coincide with Google’s plans to phase out its existing Showcase content licensing program. Publishers currently participating in Showcase receive a fixed annual payment in exchange for making their content available across Google News products. Reports suggest those payments could eventually cease once the program ends, placing pressure on publishers to consider the new AI arrangement.

Digital Content Next chief executive Jason Kint said the negotiations highlight the imbalance between large technology companies and publishers that depend on search traffic to reach readers. He argued that publishers have limited bargaining power given Google’s dominant position in online search.

A Google spokesperson said the company has been expanding partnerships through its News AI pilot programme to explore how artificial intelligence can help publishers reach more engaged audiences. Google also said it is testing new features designed to help people find relevant information more efficiently and discover news in different formats.

The debate comes as publishers continue to report declining referral traffic from Google Search following the introduction of AI Overviews in 2024. Some media organisations have claimed visits from search engines have fallen sharply as users increasingly obtain answers directly from AI-generated summaries instead of clicking through to original articles.

Research from the Pew Research Center found users presented with an AI Overview are about half as likely to click through to external websites. Google has disputed those findings, maintaining that it continues to send billions of visits to publishers every day and questioning the study’s methodology.

Separate industry data has also suggested that several major news organisations have experienced substantial traffic declines over the past year. Lower visitor numbers have significant financial consequences for publishers, particularly those that rely on digital advertising revenue and paid subscriptions.

The issue has become even more contentious as publishers pursue legal action against AI companies over the use of copyrighted material for model training. Several technology firms, including OpenAI, have responded by signing licensing agreements with publishers to secure authorised access to content.

Google first announced its News AI pilot program late last year, with organisations including The Washington Post and The Guardian participating in early testing. Reports indicate publishers joining the program would accept broader content-use terms while continuing to receive the same fixed annual payment structure offered under existing agreements.

Google has said it continues to renew Showcase agreements while exploring new partnerships as reader habits and search behaviour evolve.