每经记者｜岳楚鹏 每经编辑｜程鹏 高涵 过去一年，全球内容创作者正面临一场由人工智能（AI）技术引发的流量"大地震"。 自2024年5月谷歌推出AI Overviews（AI概览）功能以来，用户无需点击即可获取答案，导致新闻网站和独立博主的点击量暴跌。数据显示，全球新闻网 站的月自然访问量从2024年7月的23亿次骤降至2025年5月的不到17亿次。国内来看，尽管AI概览功能尚未引起剧烈波动，但新闻平台的流量下滑已显 现"紧迫感"。《每日经济新闻》记者（以下简称每经记者）查询SimilarWeb数据发现，截至2025年7月，国内五大新闻与媒体应用的月度网页访问量对比 2024年8月从约3.8亿下跌至2.8亿，共计下跌一亿左右，跌幅约26.1%。与此同时，全球AI平台流量却呈爆发式增长。 面对流量"釜底抽薪"的冲击，内容机构纷纷拿起法律武器。《纽约时报》向OpenAI和微软索赔数十亿美元，指控其"系统性盗用"数百万篇文章进行模型训 练；国内知网也曾向AI搜索初创公司秘塔发出侵权告知函，最终秘塔妥协。 然而，如何在维权与合作之间找到平衡，成为摆在创作者面前的一道难题。 图片来源：每日经济新闻 刘国梅 摄 不到一年 ...

Core Viewpoint - Google has introduced a new AI-driven search feature called Web Guide, which aims to balance traditional search results with AI-generated summaries to address concerns from publishers and website owners [1][13]. Group 1: Web Guide Functionality - The Web Guide feature organizes search results into categories and provides AI-generated summaries, which are intended to enhance user experience by grouping links in a beneficial manner [1]. - In a practical test, the Web Guide displayed two relevant web pages followed by an AI-generated summary, categorizing links under headings like "Mango Tree Care in Specific Climates" [1]. - The main difference between Web Guide and the previously promoted AI Overviews is that Web Guide returns to traditional search by displaying links at the top of the results page instead of showing AI summaries directly [1][13]. Group 2: Impact on Publishers - The introduction of AI Overviews earlier this year led to significant concerns among publishers, as the content distribution mechanism was perceived to be permanently altered [3]. - Reports indicate that traditional search results without AI elements had a click-through rate (CTR) of 15%, while those with AI Overviews saw a nearly 50% drop in clicks to other websites, reducing the CTR to 8% [7]. - Despite claims from Google that users would click on links in AI Overviews, a study found that only 1% of AI Overviews resulted in clicks to source links, indicating a disconnect between user behavior and Google's assertions [9]. Group 3: Business Model Implications - Google's advertising display rates have decreased, yet the monetization rate has remained stable, suggesting that publishers are bearing the cost of reduced link clicks [11]. - The traditional business model, which relied on directing traffic to various websites through URL links, is disrupted as users no longer need to click links for information [11]. - The launch of Web Guide is seen as an attempt by Google to appease both users and publishers, but historical precedents suggest that such compromises may not yield satisfactory results for either party [13].