The tool Google uses to sift through web content to come up with AI answers is the same one that keeps track of web pages for search results. Sites that block Google's AI bot may not show up in search. Publishers either have to choose to offer up their content for use by AI models, which could make their sites obsolete, or disappear from Google search, a top source of traffic. Google has signaled to publishers it is not interested in negotiating data-sharing deals and media companies have little leverage in the situation.