Op-ed: High-value AI conversations will lead to a new, richer era for Google and the open web

Some think they are a blem for Google because they'll have less traffic to monetize, replaced by Gemini LLM conversations.Both of these notions are wrong.In just a single year since launch, Gen AI and LLMs have changed the face of the open web

This rapid change is impacting both engines and publishers

We're seeing a decline in traditional traffic, with some publishers experiencing more significant drops than others

This trend directly affects Google, which is seeing fewer queries and also impacts publishers who are receiving less referral traffic from engines

The competition for this shrinking pool of traffic is heating up, with companies OpenAI and Perplexity vying for a — and Google actively competing with itself by offering a generative AI duct called Gemini.Whether OpenAI and ChatGPT "kill" Google or Google itself does it, there's no doubt– traffic to publishers is going down

On its face, you would think there is no rational defense from Gen AI companies that are tanking publisher traffic

Google would try to put a spin on things by publicly claiming that people who click on links after seeing AI Overviews tend to spend more time on those sites

David Tramontan | SOPA Images | Lightrocket | Getty ImagesBut the Gen AI threat is causing a chain reaction for the foundation of publishers

Today, the primary determining factor to how much revenue a publisher makes is tied to how many potential people view ads on their site

Put simply, less traffic means less revenue in the short term

This has made it necessary for publishers to rethink how they make money

It's even made Google rethink how it makes money

Short-term disruption is inevitable, but what's coming next is a leap toward deeper engagement and bigger revenue than we've ever seen before — both for Google and to the open web

The rise of high-value LLM conversationsWhile traffic will decline, potentially hurting Google and publishers in the short term, a new type of "supply" is emerging: LLM conversations.Nearly a billion people use ChatGPT, Gemini or Perplexity each month

Over time, a multiday exchange a trip can evolve

If a person asks a question, Gemini can reply in the moment or if more re is needed, it can come back with more ideas, until that conversation ends with a full-service transaction

This shift positions Gemini's long-term revenue potential well beyond

In essence, less traffic — but a lot more revenue

Publishers have an equally powerful opportunity

By launching their own Gemini-style LLMs, publishers can host high-value conversations within their trusted environments, covering travel, shopping, health and finance

This is where deep content and expert voices can guide meaningful decisions.While ChatGPT can instantly give you ideas and information a trip you're considering, you would never book it on the spot

You'll still seek out reviews from people who've been there, browse images and s and explore different perspectives before making the decision

While AI offers a new way to , the human need remains the same–to be informed and educated on what matters before making a decision in a way that creates trust and confidence

Publishers have expertise

They have earned trust over decades

They can use that to create amazing value in this new landscape.This is where publishers win over the next decade

Major purchases and commitments require more than quick answers; they require exploration of reviews, imagery, s, and authoritative reporting, all of which publishers already der.Some publishers will monetize these interactions through transactions I believe Gemini will, others through subscriptions ChatGPT is doing now

For those who lean in, this represents a once-in-a-generation shift from pageview-driven models to relationship-driven value

User trust becomes the foundation for both resilience and growth in the LLM era

The future of publishers (and Google) is bright.Adam Singolda is founder and CEO of Taboola.