Google rolls out opt-out controls for publishers in AI search features, tested first in the UK

Google is introducing a new toggle in Google Search Console that lets site operators choose whether their content appears in AI search features like AI Overviews and AI Mode. The company also shipped new performance reports breaking out impressions, pages, countries, and devices for AI features separately.

AI Overviews now has more than 2.5 billion monthly active users, with AI Mode topping one billion. The new controls are being tested initially in the UK, partly in response to pressure from the UK Competition and Markets Authority (CMA), which issued a code of conduct requiring Google to let publishers remove content from AI search features and clearly attribute sources with links.

Sites that opt out won't receive traffic from these AI features but will keep getting normal search traffic. Google states that opting out will not be used as a ranking signal for search results outside of generative AI search features.