Google’s growing use of AI-generated search answers could sharply reduce the traffic reaching telemedia services, forcing providers to rethink how mobile content is discovered, marketed and sold.
The trend, often referred to as “Google Zero”, describes a future in which Google continues to answer billions of searches but sends progressively fewer users to the websites that supplied the underlying information.
Despite the recent EU ruling that Google has to share AI and search data along with access to Android with rivals, that future may already be arriving. Research published in June 2026 by SparkToro, based on Similarweb clickstream data, estimated that 68% of Google searches ended without a click, while AI Overviews appeared in more than one-fifth of searches and reduced click-through rates by almost 60% when present. Pew Research separately found that users clicked a conventional result in just 8% of visits involving an AI summary, compared with 15% where no summary appeared.
For telemedia providers, the consequences extend beyond declining website traffic.
| For a deep dive into what Google Zero means across the telemedia ecosystem click here
Organic discovery under pressure
Services relying on search to generate inexpensive top-of-funnel traffic are likely to feel the impact first. Consumers looking for mobile fitness products, children’s learning subscriptions, sports services or cloud gaming may increasingly receive comparisons, pricing information and recommendations directly within Google.
This threatens SEO-led affiliates, generic content portals, smaller providers without recognised brands and subscription businesses built around optimised landing pages.
Transactional searches such as “subscribe”, “download” or “pay by mobile” may continue to generate clicks. However, the informational searches used to introduce consumers to new services are particularly vulnerable to being answered by AI without the user ever leaving Google.
Google Ads become more important
Google Zero does not mean Google Ads Zero, however. Google is already introducing advertising into AI Overviews and AI Mode, creating a paradox in which it sends businesses less free traffic while selling them access to users who remain inside its platforms.
Conversational searches could allow advertisers to reach more precisely qualified audiences. Someone asking for an Android learning service costing less than £5 and payable through their mobile bill reveals considerably more intent than someone searching for “children’s learning app”.
However, providers may become more dependent on Google’s automated targeting, creative generation, bidding and attribution. Competition for a limited number of AI recommendations could also push up acquisition costs and favour larger brands with extensive conversion data.
Fewer but better prospects
The traffic that does reach telemedia services may nevertheless be more valuable. Consumers arriving after an AI conversation could already understand the price, renewal terms, network requirements and payment options.
This may result in fewer casual visitors but more informed subscribers, potentially improving conversion, retention and lifetime value while reducing cancellations, complaints and chargebacks.
Marketing will therefore need to move beyond traffic volumes and last-click conversion. Providers will increasingly measure customer quality, assisted conversions, retention and incrementality across search, social, affiliates and operator channels.
From SEO to recommendation optimisation
AI discovery also changes what it means to optimise a service for search. Instead of simply ranking for keywords, telemedia businesses must give AI systems enough reliable information to recommend them confidently.
Pricing, renewal frequency, cancellation, device compatibility, network availability, age suitability, payment methods and customer support will need to be clearly and consistently presented across merchant sites, app stores, operator portals, reviews and affiliate pages.
Compliance will become part of discoverability. Misleading creatives, unclear billing and high complaint levels could become machine-readable reasons not to recommend a service.
The most exposed products will be commodity information services that Google can summarise or reproduce itself. Licensed entertainment, interactive gaming, live participation, specialist expertise, communities and utility services should prove more resilient.
Over time, AI could also become the new aggregator, comparing services and potentially completing subscriptions on the customer’s behalf. Telemedia providers will therefore need machine-readable catalogues, APIs, deep links, eligibility checks and support for multiple payment methods.
Google Zero will not kill telemedia, but it could end the sector’s reliance on Google delivering large volumes of lightly qualified consumers to interchangeable landing pages. The next acquisition model will place far greater value on brand, trust, distinctive content, direct customer relationships and the ability to be selected by AI.
For a deep dive into what Google Zero means across the telemedia ecosystem click here
