Google started paying for AI to \"suck up\" your website. Amounts are reportedly not impressive yet

According to Digiday, Google has quietly launched a program called the “AI contribution pilot”. In it, it pays selected websites for their content helping to compose answers in the Gemini app, in AI Overviews, and in AI Mode. This is the first time Google is trying to pay directly for content from which its artificial intelligence draws.

Money for answers that help

The core idea is not to pay for how many times the content is used, but for its contribution. According to Digiday, Google only sends money when it determines that the given text has “significantly” contributed to a specific AI answer. Simply confirming a fact or a link attached only below the finished answer reportedly does not count. The pilot is intended to cover the Gemini app, AI Overviews, and AI Mode.

A publisher who signs up will receive a new panel in Search Console with a monthly amount and a bit of history. However, the panel does not show how the number is calculated – one of the interviewed managers, according to Digiday, called it not exactly transparent.

Websites reportedly only get a few pennies so far

According to Digiday’s findings, Google is interested in at least dozens of publishers and is primarily targeting small and medium-sized websites, by no means only news sites. However, several participating websites speak of earnings “in the order of pennies” compared to advertising revenue and undervalued offers. Some are therefore not yet entering the program and continue to negotiate with Google.

Google started paying for AI to \"suck up\" your website. Amounts are reportedly not impressive yet Adam Kurfürst News Adam Kurfürst News

Furthermore, signing up might have a catch. According to one publisher, participation could weaken websites’ negotiating position when pushing for larger licensing agreements, as Google could then argue that it already pays for AI content. Other participants, conversely, see it as a first step in the right direction and praise the regular weekly calls with the company.

Why Google is doing this

The connection is clear. AI Overviews and Gemini are taking away website traffic because they serve the answer directly in the search engine, and the user often doesn’t click anywhere. Direct payments are one of the few ways to compensate websites for disappearing clicks.

Analysts, however, are cautious. David Buttle from the industry coalition Spur sees the program more as a “strategic safeguard” than a fair exchange – according to him, Google is not interested in a market where it would have to pay based on actual content usage. Luke Stillman from Madison and Wall adds that publishers have little leverage, so it’s better for them to take the new income; it also helps Google reduce legal and reputational risks.

Google itself confirmed that this is an early learning phase on how best to reward quality content beyond traffic and the tools it already offers. Its broader programs with publishers are not small – according to the company, the news AI scheme includes over 200 titles worldwide, and the licensed Google News Showcase covers over 2,800 publications in 33 countries.

Should Google pay websites for the content its AI answers rely on?

Sources: Digiday, Search Engine Journal, 9to5Google