Google has launched a new Search Console control that lets publishers opt out of AI Overviews and other generative AI search features while maintaining visibility in traditional search results. The update follows regulatory action by the UK Competition and Markets Authority and raises important questions about AI search traffic, publisher control, attribution, and content usage. Learn how the new opt-out feature works and what it could mean for SEO, GEO, AI visibility, and digital publishers.
June 2026 – Google has announced a new publisher control that allows website owners to opt out of appearing in its generative AI-powered search experiences, including AI Overviews, AI Mode, and future AI search features, while continuing to participate in traditional Google Search.
The move comes after intervention from the UK’s Competition and Markets Authority (CMA), which has required Google to provide publishers with greater control over how their content is used in AI-generated search responses.
New Search Console Toggle Gives Publishers More Choice
Google is testing a new setting in Search Console that lets publishers control whether their content can be used to generate AI-powered search answers.
Websites that choose to opt out will no longer appear in AI Overviews, AI Mode, or other generative AI search experiences. However, Google has stated that this decision will not impact rankings in traditional organic search results or Discover.
According to Google, the feature builds on existing publisher controls such as snippet settings and Google-Extended, which already allow website owners to manage how their content is displayed or used across Google’s products.
UK Regulator Pushes for Greater Publisher Control
The update follows a binding requirement issued by the UK’s Competition and Markets Authority under the Digital Markets, Competition and Consumers Act.
The regulator concluded that publishers should be able to prevent their content from being used in AI-generated search experiences without sacrificing visibility in standard search results. The CMA has also called for stronger attribution and linking back to original content sources within AI-generated answers.
The new control is initially being tested with a limited group of UK publishers, with Google expected to begin honoring the setting from June 17, 2026.
Search Console AI Reporting Still Has Limitations
Alongside the opt-out control, Google has introduced new reporting for AI search features in Search Console.
Currently, publishers can view impression data related to AI-powered search experiences. However, the reports do not yet include important performance metrics such as:
- Clicks
- Click-through rate (CTR)
- Average position
- Query-level reporting
- Separate AI traffic reporting from traditional organic search
Many publishers and SEO professionals have argued that impression data alone is insufficient for evaluating the true value of AI-generated search visibility.
Why This Matters for Publishers
The new opt-out option gives publishers a clearer choice regarding participation in Google’s AI ecosystem. However, the lack of detailed traffic and engagement metrics makes it difficult to determine whether appearing in AI Overviews and AI Mode delivers meaningful referral traffic.
For many website owners, the decision may ultimately depend on whether Google’s future reporting can demonstrate measurable business value from AI-generated search experiences.
The shift toward AI-generated search results is also driving demand for new measurement frameworks beyond traditional SEO metrics. According to insights shared by Megrisoft UK, businesses are increasingly monitoring AI citations, brand mentions, and answer engine visibility to better understand their presence across AI Overviews, AI search engines, and conversational AI platforms.
Industry Impact
The introduction of publisher controls for AI search features marks one of the first major regulatory-driven changes to generative search platforms. Industry observers believe the UK’s approach could influence similar policies in other regions as governments continue to examine the relationship between AI systems and content creators.
Google is also expected to introduce more granular page-level controls in the future, giving publishers greater flexibility over which content can participate in AI-powered search experiences.
Looking Ahead
As AI-powered search becomes a larger part of the web ecosystem, transparency and publisher choice are becoming increasingly important topics. Google’s new opt-out feature represents a significant step toward addressing publisher concerns, but questions remain about traffic attribution, reporting transparency, and the long-term value of AI search visibility.
For now, publishers will be watching closely to see whether Google expands reporting capabilities and provides the data needed to make informed decisions about participating in AI-generated search experiences.
