The way we search for information on the internet is changing. According to an analysis by the Information Media Association (AMI), nearly 3 out of every 10 searches in Spain already show responses generated by artificial intelligence on Google through so-called AI Overviews.

This represents a significant transformation in the role of the search engine. For years, Google has primarily functioned as an engine that directed traffic to media and websites. Now it also interprets and synthesizes information directly on the results page, reinforcing the trend toward so-called zero-click searches.

However, the study also points out that breaking news remains the domain of journalism. AI-generated responses appear mostly in explanatory or timeless searches, while their presence in breaking news is still very limited.

The real change lies in user behavior: longer, more conversational searches aimed at obtaining direct answers.

In this new scenario, the challenge for media is no longer just appearing in search results, but maintaining visibility and relevance even when the click is no longer the center of the game.