Google has introduced a new tool that could help publishers regain visibility as AI-powered features continue to eat into their web traffic. Starting now, publishers can place a “Preferred Sources” button on their websites, enabling readers to designate them as trusted sources. Those selections will influence ranking and visibility in Google Search, Discover, and Google News. ([techcrunch.com](https://techcrunch.com/2026/08/20/google-gives-publishers-a-new-way-to-fight-ai-driven-traffic-losses/))
How Preferred Sources works
This initiative builds on Google’s earlier rollout in May, which made “Preferred Sources” available in AI experiences — including AI Mode and AI Overviews — and in Top Stories. ([techcrunch.com](https://techcrunch.com/2026/08/20/google-gives-publishers-a-new-way-to-fight-ai-driven-traffic-losses/)) By adding the new button directly on publisher sites, Google hopes readers will more easily mark outlets they trust when browsing or engaging with AI-generated summaries or news feeds. ([techcrunch.com](https://techcrunch.com/2026/08/20/google-gives-publishers-a-new-way-to-fight-ai-driven-traffic-losses/))
In practice, users can visit Google’s source preferences page, then search for a publisher by name or site to mark them as a preferred publisher. Google’s research suggests that when this option is present, people are twice as likely to click on a preferred source. That boost in clicks could help publishers regain traffic that’s been diverted by AI content tools. ([techcrunch.com](https://techcrunch.com/2026/08/20/google-gives-publishers-a-new-way-to-fight-ai-driven-traffic-losses/))
Additional controls for content feeds
Google isn’t just giving publishers a boost — users are getting more control too. Discover feeds in Google’s mobile app will let users fine-tune what content they see using natural language. This means, after tapping the three-dot menu in a feed, a reader can tell Google what topics they want more or less of, and adjustments happen in real time. ([techcrunch.com](https://techcrunch.com/2026/08/20/google-gives-publishers-a-new-way-to-fight-ai-driven-traffic-losses/)) Android users will also be able to customize their daily audio briefings in Google News, tailoring content more precisely to their interests. ([techcrunch.com](https://techcrunch.com/2026/08/20/google-gives-publishers-a-new-way-to-fight-ai-driven-traffic-losses/))
These changes come as Google seeks to address a growing challenge: as AI-powered search features generate summaries or answers, fewer people are visiting original publisher sites — cutting into ad revenue and readership. Preferred Sources, feed customization, and user-controlled audio summaries are all attempts to reverse this trend. ([techcrunch.com](https://techcrunch.com/2026/08/20/google-gives-publishers-a-new-way-to-fight-ai-driven-traffic-losses/))
As of May, more than 345,000 unique sources have already been selected by users across Google’s AI tools, showing that there’s demand for choosing trusted publishers. ([techcrunch.com](https://techcrunch.com/2026/08/20/google-gives-publishers-a-new-way-to-fight-ai-driven-traffic-losses/))
These features are rolling out gradually. The site-embedded Preferred Sources button is now available for publishers to embed. The feed-tuning tools for Discover and audio briefings are being delivered to Android users soon. ([techcrunch.com](https://techcrunch.com/2026/08/20/google-gives-publishers-a-new-way-to-fight-ai-driven-traffic-losses/))
WHY THIS MATTERS: In an era where AI-driven search increasingly provides quick answers without sending users off to publisher pages, visibility for original journalism and specialized content is under threat. By giving readers agency — the power to mark trusted sources and steer content feeds — Google aims to redirect some traffic back to those creators. For publishers, building and retaining user trust becomes more than ethical—it’s now a practical strategy for survival. What to watch: how prominently preferred sources are featured in search results, and whether smaller or niche publishers can benefit as much as large outlets.
