Google is rolling out a new Search Console toggle that allows website owners to exclude their content from AI-generated search results. Following three years of AI Overviews and one year since AI Mode launched, this gives publishers control over whether their content appears in and helps ground Google's AI search features.

The company will initially test the feature with a small subset of UK domain owners before global deployment. Sites that opt out won't receive traffic or impressions from generative AI features, though Google clarifies this won't impact regular search rankings. The company is also introducing new metrics showing which pages appear in AI responses by country.

This move addresses growing resentment from publishers who supply content for Google's AI features. Condé Nast CEO Roger Lynch recently told his teams to "assume there's no search" and expects Google referrals to represent just a single-digit percentage of traffic moving forward. Google says it's actively listening to publisher feedback as user preferences evolve.