Since July 22, 2025, Google users in France have noticed the emergence of AI Snapshots, a new tool that fundamentally changes how information is presented and consulted on the search engine. These snapshots, which provide a summary of queries without requiring additional clicks, threaten to redefine the economy of online advertising by causing a decrease in traffic to websites, particularly news sites. This article examines how AI Snapshots are transforming the media and advertising landscape in France and beyond.
A radical change in information search
Google’s AI Snapshots allow users to access synthesized answers to their questions through an advanced artificial intelligence algorithm known as Gemini. This system provides an overview of topics, ranging from news facts to cooking recipes, all directly within the search results. Users can quickly obtain the desired information without having to navigate to other sites, thus reducing the need for clicks on external content.
Less traffic, more dissatisfaction
By reducing the number of clicks to third-party sites, this new tool raises concerns among content publishers. A study from the newsletter Growth Memo found that nearly 75% of users end their search sessions without leaving the AI Snapshots mode. This could lead to a significant decline in traffic for online media, jeopardizing their business model, which relies on advertising revenue generated by user visits.
International consequences observed
Countries like Germany have already experienced negative consequences since the rollout of AI Snapshots in May 2025. The SEO company Sistrix reported a 7.37% drop in traffic to online media over an analysis period of more than 100 million keywords. Media professionals are concerned about seeing their impact diminish, threatening the viability of professional information in a context where trust in sources is essential.
The specter of “Google zero”
With the advent of these snapshots, the concept of “Google zero” is becoming increasingly tangible. This notion refers to a situation where Google, by providing direct answers, would prevent users from accessing third-party sites. Nilay Patel, editor-in-chief of a technology magazine, mentioned this phenomenon, stating that Google’s dominance in the search domain is starting to harm the entire media ecosystem, inexorably reducing traffic to publications.
Repercussions on the media business model
With less traffic from online searches, economic pressure on independent media is increasing significantly. A study from the Reuters Institute and the University of Oxford predicts a potential decline of more than 40% in organic visits to news sites over the next three years, a threat deemed particularly concerning for local and specialized media. Editions prioritizing lifestyle-related content, for example, appear more vulnerable to these changes.
Compensation measures proposed by Google
Aware of the early impacts of this tool on media finances, Google announced that it will provide compensations to 450 media outlets for the content appearing in AI Snapshots. However, the implementation of fair remuneration rules remains subject to criticism, especially following the fines imposed on the company for failing to respect the neighboring rights of publishers.
Upcoming challenges for online advertising actors
The landscape of online advertising is evolving rapidly, and actors in this sector must redouble their efforts to adapt to the impact of AI Snapshots. Advertisers risk seeing their investments affected if visits to sites decrease, which could force agencies to reevaluate their marketing strategies. Platforms will need to navigate an environment where the absence of organic traffic could substantially impact their long-term profitability.
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