Google's AI search is revising its approach to monetization, creating a bumpy terrain for tech publishers as gaming platforms gain rising relevance and search traction
18 October 2026
Major players like Wirecutter are diversifying their revenue flows in the face of shifting discovery and advertising methods.
THE SHIFT TO AI BRINGS INCOME CUTS FOR TECH
Google's recent shift to AI-powered search results is impacting publisher traffic and income. Historically, publishers have relied hugely on search-driven traffic to fund their content with the use of affiliate links and ad clicks. But with the introduction of new AI Overviews, summarized answers, and large language models, users are getting the details they need without clicking through to the sites themselves. For instance, AI Overviews have led to a 41% decline in clicks on grocery and retail sites. The consequences have been swift.
The digital transition is accelerating, and industry experts are alerting to the difficulties publishers face in keeping their earnings intact. A recent Google experiment in which 100 publishers get paid for appearing in AI search results has yielded mixed outcomes. While early adopters are pulling in millions, newcomers are struggling to match that level. Wirecutter, a New York Times affiliate site, has one foot in the AI door with its "Taste Test" and "Recommends" shows, providing advertisers more opportunities while diversifying the site's content. But anyone still relying solely on affiliate links is perilously exposed.
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WIRECUTTER MOVES IN DIVERSE DIRECTIONS
The New York Times' affiliate site Wirecutter is facing the AI future with a broad stroke, putting it ahead of industry competitors. Wirecutter, traditionally focused on product recommendations through affiliate marketing, has discovered new ways to keep the flow of income stable. Last year, the New York Times' affiliate site shifted gears away from purely raccombo reviews and toward a multimodal commercial approach, embracing stand-alone video series, newsletters, and a steady drumbeat of live, sponsored events.
